Cultural Differences in Chinese-English Brand Name’s Translation浅论汉英商标名称翻译的文化差异
- 格式:docx
- 大小:35.93 KB
- 文档页数:28
英汉翻译中的文化差异The Cultural Differences in English-Chinese TranslationAcknowledgementI would like to express my sincere gratitude to my supervisor Professor xxx, whose profou nd knowledge, strict attitude towards academic research have kindled my interest in transl ation. She has provided invaluable guidance and advices through the whole process of thes is writing till its completion, without which I wouldn’t have the confidence to make any furt her query into the abstract topic presented in my thesis. When I finished the first draft, Pro fessor xxx read very carefully the entire version of it. Her detailed revisions and useful sug gestions have drawn my attention to a number of deficiencies and have made many things clearer for me.I am also grateful to my parents and friends, who encourage me and help me to overcome the difficulties. Many thanks also go to those who helped me look up the relevant informat ion and materials. Their insightful suggestions have contributed to the shaping of my thesi s.I also want to extend my thanks to all the writers whose works are referred to in this paper.The Cultural Differences in English-Chinese TranslationAbstractWith the popularity and prosperous development of cultural studies in recent years, scholar s have shifted along their understanding of translation in its traditional sense. It is believed that translation is no longer regarded as merely a cross-linguistic activity but essentially c ross-cultural communication. Just as Nida claims that “for truly successful translating, bicul turalism is even more important than bilingualism” (Nida 1993:110), translation in nature i s an activity of cross-cultural communication.This paper will firstly check the definition of culture and its relation with language and tran slation. Then it introduces some contemporary theories and fundamentals in translation. In the third part, the author tries to explore some differences between Chinese and Western cultures reflected in language, providing some background information for further analysis. Lastly the paper tries to explore some workable approaches to major obstacles in cultural translation.From many examples in translation, it can be concluded that in translating cultural element s, the translation should on one hand maintain the original flavor, while on the other hand be accepted and comprehended by the target language readers in almost the same manne r that the readers of the original text do. To reach the corresponsive effect in translation be tween English and Chinese, it is necessary to be aware of the cultural elements, especially the cultural differences involved between these two languages.Key words: Translation, Cultural differences, Translation strategies英汉翻译中的文化差异摘要近年来,随着跨文化研究的蓬勃发展,翻译学界也顺应潮流,研究重点转至翻译中的文化差异。
The Cultural Differences between Chinese and English Reflected by Their Languages作者:Li Qian来源:《校园英语·下旬》2015年第06期【Abstract】Social scientists tell us that cultures differ from one another,and each culture is unique.Learning a foreign language well means more than merely mastering the pronunciation,grammar,words and idioms.In fact,it is inseparable from learning its culture.This paper attempts to do a brief study of certain cultural differences between Chinese and English reflected by everyday conversations,proverbs,metaphor and association as well as taboos.【Key words】differences; proverb; metaphor; taboo; culture【摘要】社会学家告诉我们,一切文化都是独特的,互不相同的。
学习一种外语不仅要掌握语音、语法、词汇和习语。
实际上,学习语言与了解语言所反映的文化是分不开的。
本文粗略探讨日常对话,谚语,比喻和禁忌语这些语言现象所折射出的两种语言之间存在的文化差异。
【关键词】差异谚语比喻禁忌语文化IntroductionAlthough the language used in communication may be faultless,misunderstandings may arise.The same words or expressions may not mean the same thing to different peoples.Because of cultural differences,a serious question may cause amusement or laughter; a harmless statement may cause displeasure or anger.Because of cultural differences,jokes by a foreign speaker may be received with blank faces and strong silence.Thus it is necessary to study the cultural differences while learning a foreign language.1.Cultural Differences in Everyday ConversationsAn American studying in china had an appointment at noon.As he was getting on his bicycle a Chinese friend passed by.吃了吗? The young Chinese asked.This,of course,is a common Chinese greeting around meal time and the American merely nodded with a smile,waved goodbye and went off.He realized that his friend's remark was nothing more than a Chinese way of saying hello or hi.If the greeting had been put literally into English“have you eaten yet?”or“have you had your lunch?”It would have sounds rather unusual.To Americans,the greeting might mean this:“I haven't either,come on,let's go together and get something to eat”or“if you haven't,I was just going to invite you to my place.”In other words,it could indicate an invitation to a meal.Actually,another foreign student who had not been long in China once complained in broken Chinese“你们为什么老问我吃饭了没有,我有钱。
我国与英国的文化差异英语作文范文模板Cultural Differences Between China and the UKCulture plays a significant role in shaping a country's identity and values. When comparing China and the UK, one can observe various striking differences in their cultural practices and traditions. These disparities encompass aspects such as language, customs, social etiquette, and even culinary traditions.One notable distinction between Chinese and British culture lies in the concept of collectivism versus individualism. China, with its deeply rooted Confucian values, tends to prioritize the well-being of the community over individual desires. In contrast, the UK places a higher emphasis on personal freedom and individual achievements. This contrast is reflected in social interactions, decision-making processes, and even work dynamics in both countries.Another prominent difference is the approach to communication and conflict resolution. Chinese cultureoften values indirect communication and saving face, leading to a more reserved and harmonious communication style. On the other hand, British culture values directness and honesty in communication, even in the face of conflict. This divergence can lead to misunderstandings and cultural clashes in cross-cultural interactions.Moreover, the perception of time and punctuality differs significantly between China and the UK. In China, the concept of "Chinese time" allows for more flexibility in schedules and meetings, with less emphasis on strict punctuality. In contrast, the British culture highly values punctuality and efficient time management, considering it a sign of respect and professionalism.When it comes to social etiquette, both China and the UK have their unique set of norms and practices. For instance, the Chinese culture places great importance on respect for elders, hierarchical relationships, and rituals such as tea ceremonies. In comparison, British culture emphasizes politeness, queuing etiquette, and adherence to social norms in public settings.Culinary traditions also reflect the cultural disparities between China and the UK. Chinese cuisine is renowned for its diverse flavors, regional specialties, and communal dining practices. In contrast, British cuisine is often associated with staples like fish and chips, afternoon tea, and the traditional Sunday roast. These culinary differences highlight the distinct preferences and food cultures of each country.In conclusion, the cultural variances between China and the UK are multifaceted and deeply ingrained in their respective societies. By understanding and appreciating these differences, individuals from both countries can foster cross-cultural communication, build stronger relationships, and cultivate a sense of global interconnectedness. Embracing diversity and cultural richness can lead to mutual respect, harmony, and collaboration in an increasingly interconnected world.。
AbstractEnglish and Chinese proverbs, being treasures of two different languages, show differences resulting from cultural discrepancies. This essay illustrates and discusses the differences between English and Chinese proverbs from the point of differences in geographical environment, different religious beliefs,differences in custom, moral concepts, different tendency toward time deception, different patterns of thoughts and cultural values, so as to provide some implication for teaching English and Chinese languages and intercultural communication.Key words: Production and characteristics; English proverb; Chinese proverb; cultural differenceContentⅠ、Introduction (4)(一) What is the proverb (4)(二)Production of proverbs (4)II、Production and characteristics of proverbs (6)(一)Characteristics of proverbs (6)1. Metaphorical language (7)2. Integrate meaning (8)(二)Which are the differences between Chinese proverb and proverb in west countries (9)III、The Cultural Differences between English and Chinese Proverbs (12)(一)Differences in geographical environment (12)(二)Different Religious Beliefs (14)(三)Differences in Custom (16)(四)Moral Concepts (17)(五)Different Tendency Toward Time Derception (17)(六)Different Patterns of Thoughts and Cultural Values (18)IV、Conclusion (20)V、Refe rences (22)Cultural Differences in Chinese-English ProverbsI 、Introduction(一) What is the proverbThere is a Chinese proverb says ,“The most expensive the gold treasures are, the most expensive the language proverbs.” Proverbs are a treasure house of human language and a culture bright pearl. It uses a distinctive image description profound philosophy and gives a revelation."Modern Longman Dictionary" is defined as the proverb: One kind of familiar, expressing people's group sentence which has a distinct identity and a certain rhythm, as well as easy to remember.Proverbs plays a very important role in culture. Proverbs are the masses of working people verbally creation collectively. Although their words and sentences short little, after a few hundred or even thousands of times’ processing and literary polish, proverbs can vividly illustrate the truth of life. Proverbs’ vivid metaphor sometimes even more than poetry, and they can make one engraved in heart and never to forget.Proverb has a very long history. "Ancient Ballad • legend," said: "Rumors thrive, language begins ,but there is no writing. "In China, there are many proverbs in classical literature. For example, "The Book of Songs", "Spring and Autumn", "Warring States" and so on. English proverb first appeared in the 8th century Old English. After the Norman Conquest, English has absorbed a large number of French and Latin proverbs. Geoffrey. Chaucer(1340 -1 400) had written an entirely proverbs sonnet. The famous playwright Shakespeare Plays on proverbs in the use of more freely.(二)Production of proverbsIn the absence of the text before the proverb is a human encyclopedia. It involves every aspect of people's daily production and life. It is through proverbs that people can continue to pass from generation to generation of human civilization. After the formation of the text, proverb will be a more effective tool for recording and dissemination.Chinese proverb’s written on the earliest recorded is in the era of Xia and Shang in 3500 years ago. While the earliest records of proverb was found in English in the eighth century Old English.With the progress of mankind, the rapid development of society, the more necessary communicative expression needs more proverbs. Language particular vocabulary is changing constantly. Proverbs as a lexical material, which produces vocabulary developed to a certain stage of the product , are the product of an external objective conditions verbal communication with the internal contradictions unified subjective factors.External objective conditions refers to the community's survival needs the language. In ancient times, people use this form of proverbs obtained knowledge during the production and labor process, dissemination to the community, spreading them to future generations. The original proverb is mainly to impart knowledge of productive labor, and production of labor-related planetarium such as climate change and natural knowledge of plants and the animals.With the development of productive forces and social life became more complex, social division of labor is getting smaller. When a new word alone or add the word meanings, such as changing the use of the word means will difficult to meet the precise expression of ideas, social communication activities will require anotherway of vocabulary material . This is creating a vocabulary units which capacity is higher than the word to perfect the ideographic function of communication tool. However, the demand for social communication is only the external conditions to promote the proverb. The internal factors are the root cause of things change. Prompting proverbs generated internal adjustment of the internal functions of vocabulary, and its purpose is to adapt to the external communication needs of life. In general, the formation and development of common proverbs gone through three stages:Stage 1, Prototype stage. Prototype proverbs are originally like with other phrases which are combined temporary .in order to express affection to meet the needs, we choose a certain material combination with certain structures.Stage 2, Meaning expansion phase. With the expanding range of human cognition and cognitive capabilities, people often use the known and the specific conceptual framework in daily life to understand the unknown, and abstract concepts range. This intention’s achievement needs metaphorical thinking. In other words, the language needs economic principles.Stage 3, Mature stage. As proverbs itself in form and content different from the general freedom of phrase, this overall superiority had been repeatedly utilized. Over time, the phrase structure and meaning of the expression to be fixed, to become an inseparable whole. Proverb’s sentence function is equivalent to the overall use of a word, went on to become a special member of lexical material while being stored in the lexicon. Proverbs went on to become a special member of lexical material while being stored in the lexicon.II 、Production and characteristics of proverbs(一)Characteristics of proverbs1. Metaphorical languageCulture manifested through metaphor and stored in the memory of people. It affects people's behavior and cognition. The metaphor of cultural representation has been projected onto the cultural world. Metaphor is based on experience. At the same time as a metaphor of human thinking and cognitive tools, some of the ingredients in turn fed back into the cultural world. In this regard, metaphor is a constituent of culture, to a great extent reflect cultural content, such as beliefs, attitudes, behavior and so on. Metaphor metaphorical thinking of the external physical manifestations, but also on the way of thinking and people's understanding and use of metaphor impact.In Cognitive linguistics’ mind, language was born from the interaction of humans and the objective world.Meaning of word’s extension or expansion is the result of human metaphorical thinking. In the language of cultural information, the proverb is a form of language, as well as is an important carrier of cultural information. It records and expresses the human material culture and spiritual culture, and concentrated into the essence of language saved and handed down from generation to generation.Proverbs are prevalent in most of the world languages a special language phenomenon and expression. Most proverbs established on the basis of conceptual metaphors. They are conceptual metaphor for cognitive motivation. Proverbs are the product of human cognitive activity, and its formation mechanism is the conceptual structure of the map.Furthermore, English language expression of this particular person's body experience is justification. On the one hand, the source and target domains’ link in conceptual metaphor is established in people's intuitive movement of the objective world based on sensory experience. On the other hand, conceptual metaphor source domain concept is derived directly from the movement of people on the outside world of sensory experience.Therefore, in cognitive linguistics’ attitude, proverbs which based on one of the most direct physical experience are the most common idioms. The truth expressed by proverbs always stands out through linking the special circumstances of social life and more ordinary, common, specific concepts in life Proverbs has a variety of cultural backgrounds differences beyond some common characteristics. Among them, the most important thing is the use of proverbs are often built on its metaphorical meaning rather than on the basis of the literal sense. Use of proverbs reflect conceptual metaphor to understand the world in people's understanding of the role.Metaphor is not only a linguistic phenomenon. It is not only a kind of human cognitive style, but also a complex cultural phenomenon. Language metaphor produced in metaphorical thinking process, and reflects the way of understanding the world of the brain. Specific ethnic and cultural background is to determine the metaphor generation, use and understand one important factor. Different nations have different cultures, and different cultures were rooted in different values being. Thus, from one side through metaphors reveal cognitive characteristics of the national culture.2. Integrate meaningThe integrate meaning of a proverb doesn’t mean the title meaning of every word which makes up this proverb. It means that to comprehend the meaning of every word, because most of proverbs are from national history or custom. They have their own integrate meaning. Especially, the meaning of some proverbs has little relation with the meaning of every word. So we must pay more attention to the integrate meaning when we translate a proverb. For examples: Put hands together ; To rain cats and dogs ; Good wine needs no bush;Good wine needs no cries.(二) which are the differences between Chinese proverb and proverb in west countries.(1) A common feature of English and Chinese ProverbsAlthough the common English and Chinese Proverbs have many manifestations, but fundamentally, it comes from the common human metaphorical thinking. Metaphorical Thinking formation and growth of the human body, the physical environment are closely related. Chinese and English two nations separated by thousands of miles, which one is a part of a farming culture and another one belongs to the ocean-based culture. However, because of all live on the same planet, they have the same body structure and sensory organs, and in the process of transformation of the natural world have accumulated roughly the same body experience. This allows two different cultural backgrounds countries have some of the same ethnic and cultural accumulation, thus forming a number of common understanding.Thus, although China and the UK national language have different used systems, based on common cognitive structures and similar body experience from different cultures, the two nations formed a cognitive experience in common. It is reflected in the language that is common cultural semantics.This kind of the same national recognition can reflect in the same of Metaphor, and figurative meaning of the proverbs. Consider the following examples correspondto each other saying: out of sight, out of mind、A rat crossing the street is chasedby all、 Big thunder, little rain、 Like father, like son.With “A rat crossing the street is chased by all” for example. In English folklore, rat often linked with the human soul. Mouse is the incarnation of Satan, and has superhuman magic, so it is often seen as an ominous thing. Rat in English can also refer to those who left the party, retreat participants, apostates, traitors, spies, strikebreakers, indecent woman and all despicable.In Chinese, the words associated with rat also bring derogatory. Rat are thieves and have particularly great skills. It is nocturnal, eating food. The phrase "rat stealing dog Pirates" is a feature of its portrayal. Rats are ugly, so it is "shifty-eyed." Rats look far, visual only close, it was "short-sighted" .When rats steal food, they always constantly in the hole, looked around with small eyes and erected ears."Timid" is its realistic portrayal.As can be seen above, the rat in the Chinese ethnic people's as well as in English peoples’ minds are n egative image. These rats are characterized by the role of metaphor and metonymy can be used under the symbol of human activity and characteristics. In the source domain, we can use the rat on behalf of its features, and also use the rat itself on behalf of its characteristics, which implies a scope or metonymic mapping feature. It is this common view on rat formed a Chinese and English national association and analog consistency.(2) Chinese and English proverbs’ personalityEvery nation has its historical heritage and national psychology deep structure. Everyone has their own country, their nationality as well as the local domain of the psychological heredity, and these genetic decide its ethos, ways of thinking and tendencies.On the one hand, language is the most effective tool of thinking. Thinking activities need to use language to carry out, and the results of thinking also requires language to express. Common physiological structure and living conditions cause different ethnic groups have common characteristics of thinking. On the other hand,since the difference in the survival of the nation's natural and social environment , in ways of thinking of all ethnic groups have different characteristics.Chinese and English are loading a lot of unique content such as national customs, traditions and cultural and historical aspects of literary classics and so on, and they have built on top of them unique cognitive style. They take their understanding of reality projected onto the respective languages, showing different characteristics and differences in language form and structure as well as on the mental representation.The main function is to explain proverbs affair, summed up the law. However, different ethnic proverbs are always dependent on the nation's social life, contact our nation's history, language, habits, living environment, religion and so on. Proverbs in different languages will reflect their own distinct culture. Such as Chinese and English proverbs expressing the same information, it will use a different way of analogy and imagination. See below correspond to each other in Chinese and English proverbs examples:Two dogs fight for a bone,and at hird runs away With it、Cry upwine and sell vinegar、 Money makes the more to go.With “Cry up wine and sell vinegar” for example. In Chinese, this proverb is derived out from the "first sale cow hanging horse". In Spring and Autumn Period , Jinggong is a foolish monarch. He likes the court woman wearing men's clothing. Some women in Qi began to imitate. This phenomenon is very popular at the time. Jinggong find this situation later, then he sent officials to stop, but the results have no effect. One day, Yan Ying who is the prime minister came to see Jing Gong. Jing Gong asked him “I sent out to prohibit officials to forbid disguising, but not prohibited, What is the reason?” Yan Ying answered that “You advocated disguising as a man in the palace, but prohibit such dress in the extrauterine, which as hanging signs head of cattle, in fact, is selling horsemeat. If you banned the phenomenon in the palace, then the woman in extrauterine will not dare to disguised as men .Thereafter , this proverb was used to describe false duplicity style, that is the name of doing good sign, in fact, selling bad stuff.In the eyes of Chinese people, sheep have gentle character, and its body is harmony, white cute. This perception in Chinese peoples’ eyes clearly reflected in thestructure of Chinese characters. "Beauty" in the structure of the word is derived from the word of "sheep". Sheep are the symbol of beauty and auspicious. By contrast, the dog in the Chinese people's cognition is more a derogatory term than a commendatory term. Dogs often compared to livestock intended for human or helpful causative evil accomplice. Thus, with the dog-related word or phrase almost pejorative. This proverb is praised sheep and devaluing the user through the traditional concept of a dog. And the result is to establish analogies and association based on the appearance of the sheep and dog’s similar features.The difference with the Chinese is that English take " wine " and " vinegar " as Metaphor. This may be because, in the UK, vinegar and wine are brewed. Their brewing process as well as color is similar, which makes the British association between vinegar and wine. Thereby forming a different cultural background of the Chinese nation and the associated cognitive characteristics.III 、The Cultural Differences between English and Chinese Proverbs(一)Differences in geographical environment.It is written in simple language to talk about the image of their own life experiences, describing natural phenomena, summed production practice, summed production experience. These languages mouth, tempered, become a welcomed and loved recite proverbs. These proverbs necessarily reflect the different characteristics of the natural environment, with a distinctive regional culture and ecological culture colors.Britain is an island, surrounded by the sea. People created hundreds of English proverbs in the long shipping fisheries life, reflecting their experiences and observations of life and the nature .For example:①There’s as good fish in the s ea as ever come out of it.②No fishing like fishing in the sea.③Who will not be ruled by the rudder must be ruled by the rock. China since ancient times is an agricultural country. People are inextricably linked with the land. People living by growing crops. Drawn are inseparable from the inland landscape. Chinese people's lives are closely linked with inland and the landscape. Therefore, there are many Chinese and rivers, land and agriculture-related proverbs. For example :①We reap what we sow .②Seeking day his back, as he could feel the earth seeking.③The waves pushed forward waves, the generation of people today for the ancients.④Reason can overwhelm Mountain Tai.Special climate environment also brings some related proverbs.In the UK climate is humid, weather changes quickly. Sunny on the island is less and the rain is very abundant , especially showers. Therefore, the British often take an umbrella to go out. As the UK weather the vagaries of the reasons so that the British are very concerned about the weather, but also like to talk about the weather.England produced a lot about the weather proverb:①April weather, rain and shine both together.②An English summer, three (or two)hot days and a thunder-storm.③A misty morning may have a fine day.China has vast territory, so the climate varies greatly in different regions.But in general, the majority of area in China belongs to temperate continental climate.There are clearly divition of wet and dry seasons a year in China, the four seasons was divided clearly too.infall is not so abundant than English. Therefore, China's working people develop agriculture on the basis of such a climate which has four distinct seasons, and in accordance with the changes of weather choice to carry out the spring, planting, harvest and other agricultural ac tivities. “Looking at the mercy of climate “ reflected obvious features in the Chinese land. Typical sayings such as:①A spring rain in a warm, a cold autumn rain.②Spring, like a child's face, one day to three variables.③Long after the sunny weather will be cloudy in the fog, prolonged rainy weather will be sunny the next rain.④Smoke sinking, and soon the rain came.(二)Different Religious BeliefsIn religious terms, the cultural differences between the east and west reflected in proverbs is also very obvious. Religion is an aspect of people's spiritual life, and has a certain extent for national culture. Studying Chinese and English Proverbs reflected in religious ideas and concepts that can help us gain a deeper understanding of language and culture of both peoples.In many Western countries, especially in Britain and America, people are Christian. Christianity is polytheism. Christian preaching is this: God is unique,supreme god, relationships are equal. Christianity recognizes only one God, and that God is Everything in the world, including the founder and master of mankind. When surprised , people often said "Oh, my god".People should obey God. God omniscient, omnipotent.Related proverbs such as:Heaven is above all、God is where he was、Truth is the daughter of God、Heaven’s vengeance is slow but pure、The tree that God plants no wind hurts it、God sends men cloth, according to their cold、Good helps those who help themselves.China has Confucianism, Buddhism and Taoism three religious beliefs. China's Confucianism, Buddhism and Taoism are not the supreme god. And who can act as a large number of gods.Confucianism admit days and destiny, but the destiny of this day is just an abstract and mysterious force, no one dominates God.Buddhism recognizes the Buddha, but Buddhism is not the only supreme god, everyone hearts have Buddha nature, everyone has the opportunity to become a Buddha.Taoist acknowledged gods, but the gods are not the only high above the gods. The gods are human beings into practice, and the gods can descend adults. So these three religions are not the supreme master of the people of God.Related proverbs such as:Unexpected outbreak、Destiny can not be countered、Everything by life, the slightest help people、People competing for breath, Buddha fight a stick of incense、Man proposes,God disposes.In Christian doctrine, one can sin can be forgiven, to get eternal life, can enter heaven. This is the gift of God.Such as this proverb:There, but for the grace of God, go I.This proverb means that if there is no gift of God, and I will be in trouble. Misfortune will come into my head. Of course, those who suffer can not completely rely on the grace of God, but also rely on their own efforts to get rid of suffering to be successful.So there is this proverb in English:God help those who help themselves.Buddhism was introduced into China more than a thousand years of history. And different with Christianity, Buddhist has Goddess of mercy, they are also living beings, but more emphasis on doing what is good, paying attention to karma.Good shalt long, evil will die prematurely. Do not repair this body repair afterlife.Such as this proverb:Small and whom not to be evil, do good deeds, but not as small、Good and evil coming to an end eventually reported, only the fight to early and late.(三)Differences in CustomDifferent customs makes people use proverbs have different meaning. Differences also customary cultural differences between China and the United Kingdom is an important aspect. On the different things have different symbolic meaning. The most typical example is the attitude to "dog".Dogs in Chinese is a humble animal.Chinese words related with dogs mostly derogatory: "fox friends dog party," "cornered" "ungrateful" "henchman" and so on. English-speaking countries in the West, the dog is considered man's most loyal friend. English proverb about the dog most have compliment. For example:Every-dog has his day、Love me, love my dog.In addition, the dragon in the eyes of the Chinese people occupy a lofty position. Dragon is powerful, noble, a symbol of honor. It is super-powerful, endless variations. Such as :Fifteenth day of the dragon steaming, Paul was a good harvest year. February 2, dragon head, demons committed a worry.For thousands of years, the Chinese nation has always been known as the "Dragon." Sayings about dragons mostly contains compliment.While the dragon in a foreign language, derogatory. Such as "dragon" refers to the violent man, an austere man, evil woman and so on. Contains a "dragon" of Proverbs also more derogatory. Such as "dragon's teeth" (the root of fighting each other).(四)Moral ConceptsMoral concept, first of all, Chinese people attach great importance to face and honor. Honorary often linked with morality. A moral person would have a goodreputation, usually have a face. But there are moral people will lose face.Under the influence of tradition, the Chinese people not only attach importance to reputation, but also attach importance to face. The proverb: people has face, tree has bark, called no skin unpromising. Too much emphasis on honor will be too tired in life.Because of caring about the face, Chinese people are most afraid of the rumors that is not conducive to their own. Many proverbs express this attitude that Chinese people are afraid gossip.Western tradition moral values that reputation is very important. People should behave own behavior. But as long as they do not harm society and others, do not violate the law, it does not matter how others evaluate themselves. Therefore, when the English proverbs involving gossip does not feel afraid, but do not mind.Sticks and stones may break my bones, but words will never hurt me.(五)Different Tendency Toward Time DerceptionRenaissance set the western free from the binding up of religious authority. With the expansion of commercial capital, the westerners tend to have their eyes on the future, not on the far or ideal future, but on the near future that can be realized soon. Due to this tendency, some westerners seldom look back upon things that have passed by. In their eyes, old ages and experience do not necessarily deserve their respect. On the contrary, old ages may bring about some negative or unpleasant associations. This can be reflected in some proverbs.The properer man, the worse luck; Experience is the mistress of fools; Experience keeps a dear school, but fools learn in no other. Due to their time perception, Americans hold that they should get prepared in advance and do things at their earliest convenience.Concerned with time perception, Chinese people are different from American people and they tend to have their eyes on the past. The past is much valued in Chinese culture. To some degree, this is due to the connected Chinese civilization that can be traced to the same origin. Chinese people, with a long history of 5 000 years, have rich experience. And people tend to look back to draw out experience from the past. This time perception has been all along influencing people's behavior and mode of thinking. They like to take the past as the measures to weigh up the gains and losses. Therefore, they have great respect for the old and the teachers. And they value experience, ages and qualifications that are correlated with the past.Many Chinese proverbs suggest that Chinese people's respect for the old.You live and learn a lessonSpare the rod, spoil the childOld tree has more roots and old people has more knowledge.Old spicy ginger big, but old people experience more.(六)Different Patterns of Thoughts and Cultural ValuesThanks to the cultural differences, people have found different patterns of thoughts and cultural values. They may have quite different or even opposite opinions of the same matter. For example, camels win a fame of “ship in deserts” and people living in deserts regard camels as good friends and helpful assistants. Owing to this intimate relation to camels, people there like to compare the eyes of a beautiful girl to “camel eyes”. If such a comparison is used to describe a girl living in China, she will probably get angry because she does not have the same kind of patterns of thought and cultural value. Therefore, English language and Chinese language may use。
中英文化差异英语作文In the vast tapestry of global cultures, China and England stand as two distinct and vibrant threads, each with its own unique characteristics and traditions. The cultural differences between these two nations are many, and they manifest in various aspects of life, from social etiquette to cuisine, from the arts to the way business is conducted. Here is a brief exploration of some of these differences through an English composition.Family Structure and ValuesIn China, the family unit is traditionally centered around the collective, with a strong emphasis on filial piety and respect for elders. The concept of "guanxi" (relationships) plays a crucial role in social interactions. In contrast, English culture tends to value individualism, with a focus on personal autonomy and independence. While family is still important, the English may place a greater emphasis on individual achievements and personal growth.Language and CommunicationThe English language is direct and often literal, whereas Chinese is more nuanced and may rely on context for full comprehension. Chinese speakers often use indirect language to show respect or to avoid confrontation, which can be a source of confusion for English speakers who are accustomedto more straightforward communication.CuisineChinese cuisine is diverse and varies greatly from region to region, with a focus on flavors, textures, and balance. Meals are often shared, with dishes placed in the center of thetable for everyone to partake. English cuisine, while perhaps less diverse, is known for its hearty dishes like fish and chips, and roast dinners. Portion sizes in England aretypically individual, with each person having their own plate. Business EtiquetteIn the business world, Chinese culture places a high value on building relationships and trust before conducting business. Meetings may start with small talk and socializing. In contrast, English business culture is more focused onefficiency and directness. Meetings are often to the pointand business discussions begin immediately.EducationEducation is highly valued in both cultures, but the approach differs. Chinese education is known for its rigorous academic standards and competitive exams, with a strong emphasis onrote memorization and discipline. English education tends to encourage creativity, critical thinking, and individual expression, with a more balanced approach to learning and assessment.Celebrations and FestivalsChinese festivals are often steeped in history and tradition, such as the Spring Festival (Chinese New Year) and the Mid-Autumn Festival, which are times for family reunions and feasting. English festivals, like Christmas and Easter, also have historical and religious significance, but they are often celebrated with a mix of traditional customs and modern celebrations.Understanding these cultural differences is key to fostering better communication and relationships between the people of China and England. As the world becomes more interconnected, it is essential to appreciate and respect the rich diversity of cultures that make up our global community.。
中国和英国文化差异的英语作文Here is an English essay on the cultural differences between China and the UK, with a word count exceeding 1000 words.China and the UK are two countries with vastly different histories, traditions, and customs, which have shaped their respective cultures in unique ways. Understanding these cultural differences is crucial for effective communication and mutual understanding between the two nations.One of the most striking differences between Chinese and British culture is the role of collectivism and individualism. Chinese society is largely influenced by Confucian principles, which emphasize the importance of harmony, hierarchy, and the collective good. Individuals are expected to prioritize the needs of their family and community over their personal desires. In contrast, British culture is more individualistic, with a greater emphasis on personal autonomy, self-expression, and the pursuit of individual goals.This difference in cultural values is reflected in various aspects of daily life. In China, the family unit is the fundamental social structure, and family obligations and responsibilities are given greatimportance. Children are often expected to care for their elderly parents and to carry on the family legacy. In the UK, while family ties are still important, there is a greater emphasis on personal independence and the nuclear family.Another key difference lies in the approach to education and personal development. The Chinese education system is often characterized by a heavy emphasis on academic achievement, rote learning, and the mastery of a broad range of subjects. Students are expected to work hard and to conform to strict academic standards. In contrast, the British education system places more value on critical thinking, creativity, and the development of well-rounded individuals.These cultural differences are also evident in the way people communicate and interact. In China, indirect communication and the preservation of face (maintaining one's public image) are highly valued. Individuals may be reluctant to express disagreement or to criticize others directly, as this could be seen as disruptive to social harmony. In the UK, communication tends to be more direct and explicit, with a greater emphasis on individual expression and the exchange of ideas.Furthermore, the role of religion and spirituality in the two cultures varies significantly. China has a rich tradition of Taoism, Confucianism, and Buddhism, which have shaped the Chineseworldview and approach to life. In the UK, Christianity has been the dominant religion, although the country has become increasingly secularized in recent decades.These cultural differences extend to various aspects of daily life, such as food, etiquette, and leisure activities. Chinese cuisine, for example, is characterized by a wide variety of regional specialties, the use of various cooking techniques, and the emphasis on balance and harmony in flavors. British cuisine, on the other hand, is often associated with traditional dishes like fish and chips, roast dinners, and afternoon tea.In terms of etiquette, Chinese culture places a strong emphasis on respect for elders, formal greetings, and the observance of social hierarchies. In the UK, while there are certain social norms and etiquette practices, the culture is generally more informal and egalitarian.Leisure activities also reflect cultural differences. In China, group-oriented activities, such as karaoke, mahjong, and various forms of traditional opera and dance, are popular. In the UK, individual or smaller group activities, like going to the pub, attending sporting events, or engaging in outdoor pursuits, are more common.Despite these cultural differences, there are also many areas ofoverlap and opportunities for cultural exchange and mutual understanding. Both China and the UK have rich histories, diverse artistic traditions, and vibrant contemporary cultures that can enrich and inspire each other.In conclusion, the cultural differences between China and the UK are significant and multifaceted, reflecting the unique histories, values, and traditions of each country. Understanding and appreciating these differences is crucial for effective communication, collaboration, and the fostering of deeper cultural ties between the two nations. By embracing these differences and finding common ground, we can build a more interconnected and harmonious world.。
Culture Difference between Chinese and EnglishA comparative Study of English and Chinese idiomsfrom their different derivation1. IntroductionAs is known to all, idioms are the important part of language. It is applied at high frequency, it transforms plenty of cultural information such as history, geography, religion, and military, custom, nationality, psychology, thought pattern and etc. also it contains a large number of culture features and culture backgrounds. So different cultures bring out the similar and different idioms between Chinese and English. We should know much about culture through studying idioms and in turn get better understanding of idioms by learning the cultural background behind them. Francis Bacon said, “Generous wit and spirit of a nation are discovered by their idioms”. Comparing English and Chinese idioms will help us have a better understanding of differences and similarities of the two languages in the process of learning English. In addition, it helps us in translation.2. The definition and classification of idioms2.1 DefinitionWhat are idioms? Different scholars have different opinions and definition. Some are considering it as the cream of language; some thinks it is the treasury of language; some thinks it to be the important part of language. To sum up definition of idioms in some authoritative dictionaries: Longman Active Study English-Chinese Dictionary: a phrase which means something different from the meanings of the separate words; The Concise Oxford Dictionaries: a group of words established by usage and having a meaning not deducible from those of the individual words; Longman Dictionary of Contemporary English: a phrase words from which is formed; Webster’s New World Dictionary of the American Language: an accepted phrase, construction, or expression contrary to the patterns of the language, or having a meaning different from the language or having a meaning different from the literal. To be brief, idiom is a special kind of language form that phrase, structure or expression established by usage. Total understanding of it relies on its ways of usage.#2.2ClassificationLanguage can not exist without culture as its component. As part of language, idioms including set phrases, common sayings, proverbs, idiomatic phrases, slang, a two-part allegorical saying and allusion etc. English idioms mostly consist of set phrases and idiomatic phrases, proverbs, common sayings, allusion and slang (张安德,杨元刚,2003:21). Chinese idioms mostly include set phrases; and Chinese set phrases chiefly have four words. Also include proverbs, common sayings, allusion and a two-part allegorical saying.3.The rich and varied derivations of idioms in English and ChineseEvery nation has its own language, and idioms are the core and the quintessence of language. They have a strong expression, deep allusion, succinct to the point; most of them have distinctive image that suitable to metaphor thing. Like its classification, its derivation is also very wide, and its content is rich and varied. They are people’s cognition for the objective world, and for human themselves, reflection on philosophical problem, summary of life experience etc.3.1Common language among peopleThese kinds of idioms have close relation with people’s ev eryday life. They are active, vivid, expressive and graphic. There are great amount of those idioms in English and Chinese. They are one of the most important components for idioms.3.1.1Deriving from farmingChina is a typical agricultural nation with a large population of farmers, who live on the land; farming is the root of our nation. Every dynasty in ancient #China took it seriously. As a result, many idioms are related to farming. Their desire for good weather for crops, praying for good harvest and looking forward to happiness and health are all reflections through language. For example:留得青山再,不怕没柴烧A man who fights and runs away willcome and fight another day.斩草不除根,逢春发又生Cut weeds and dig up the roots-stampout the source of the trouble or they will grow again.种瓜得瓜,种豆得豆Plant melons and you will get melons. Sowbeans and you will get beans.(张安德,杨元刚,2003:17)These idioms are closely bound up to farmers’ everyda y life. But because of lack of education, the amount of four-words idioms spoken by farmers are limited in Chinese while proverbs used by farmers are enormous. These proverbs are fruits of their labour and intelligence experience. No other country can have such variety of proverbs deriving from farming as China.3.1.2Deriving from sailing# Though China is also located to the sea, and it has long coastline, sailing had seen remaining at an undeveloped stage, idioms deriving from sailing are few. China has adopted close-door policy for long, and put “sea ban” into practice, so idioms deriving from sailing in Chinese are less than those of English, while the Great Britain is an island nation with advanced fisheries. As a result, there are many English idioms about navigation, such as:To keep one’s head above water奋力图存,使免于负债To know the ropes内行,懂得秘诀To be over head and ears in debt深陷债务中All at sea不知所措A cold fish冷漠的人In low water不如意3.2 Deriving from military affairs#Some idioms deriving from military affairs are difficult to understand and translate; it would be helpful to know about the origin of them. China is one of the countries which have large scale of civil strife in history. We can say Chinese history is about its history of war. A large number of wars were recorded in the famous history book, such as Shih Chi/Historical Records,Annals of Zuo,Three kingdoms. Lots of idioms we re derived from them. It’s the source of idioms about wars.“天下大势,分久必合,合久必分”Chaos of war dispute live through the ages, for this reason idioms deriving from military affairs was widely used. Here are such idioms: To turn hostility into friendship/bury the hatchet化干戈为玉帛To know the enemy and know yourself and you can fight a hundredbattles with no danger of defeat知己知彼,百战不殆All is fair in war兵不厌诈Speed is what counts in war兵贵神速Resort to arms兵戎相见#Chaos of war broke out in English history, so there are many idioms relatedto military affairs in English:Mark time踌躇/犹豫不决Mask one’s batteries掩盖敌意Stick to one’s guns坚持立场Have been in the wars在生活中吃过苦头A horse for a kingdom一匹马换一个国王3.3 Deriving from allusion3.3.1Deriving from historical eventsHistory culture is formed by a specific history development and historical legacy. Because they have different history backgrounds, Chinese culture and English culture are totally different. History culture is composed of tradition, decrees, regulation, poems, ancient books and records etc. Here are some examples:#破釜沉舟To burn one’s boats/To cross the Ru bicon明修栈道,暗渡陈仓To pretend to advance along one path whilesecretly going along another/to do one thing under cover ofanother一败涂地To meet one’s waterloo3.3.2Deriving from mythEnglish idioms mostly stem from Bible、Aesop’s Fables、Greek and Roman myths. Here are some allusions which western readers can know well, but it is difficult for Chinese reader to understand.Gordian knot棘手问题The touch of Midas点石成金Trojan horse内部颠覆者(即起内部破坏作用的因素)欺骗性程序#Achilles’ heel唯一致命弱点Penelope’s web永远完不成的巨作A Pandora’s Box潘多拉之盒?灾难Cat’s paw猫抓风(被人利用的人)(谢道华,1999:59)Many Chinese idioms are the crystallization of tremendous amount of Chinese fables and tales. For example:孙悟空七十二变Seventy-two transformations of the Monkey King精卫填海The mythical bird JingWei trying to fill up the sea withtwigs and pebbles-dogged determination to achieve one’s purpose #“世上无难事,只怕有心人”,“劳民伤财”,“猪八戒上阵倒打一耙”All these famous idioms come from Journey to the West.“画龙点睛”,“夸父追日”,“嫦娥奔月”are from traditional Chinese legend. All these have a rich cultural background and historical origins.3.3.3Deriving from allegoryThe knowledge of the origins of English idioms about animals may help us understand what they mean better. Many idiomatic expressions come from everyday life of English people. Some idioms originate from allegories. An allegory is a style of a story in which the characters and events are used as symbols of truth. For example, “bell the cat” refers to a person who takes a risk or does something that is dangerous, especially for the good of others. The idiom is originated from a story of some mice that agreed to put a bell r ound a cat’s neck so that they would know when the cat was near. But none of the mice had the courage to do it(陈文波,1982:59). The other examples are: cry wolf, sour grapes, the lion’s share, sweet lemon, and so on. Some Chinese idioms also come from allegory, the story about东郭先生is the typical. That is Master DongGuo –the soft hearted scholar who narrowly escaped being eaten by a wolf which he had helped to hide from a hunter: a native person who gets into trouble through being soft hearted to evil people.3.4 Alluding to well-known literary wordsSome idioms have their origin in well known literary works. It is very difficult for us to understand, and the amount of such idioms is small in English language. As we all know, we must know them very well if we want to be good learners in English. Here are such idioms:Paint the lily锦上添花,画蛇添足#By the skin of one’s teeth死里逃生A deed duck将失败的计划It is no use crying over spilt milk生米煮成熟饭The early bird catches the worm 捷足先登We can clearly see most idioms have their metaphorical images, which are cultivated by realistic environment and social status.3.5 Influenced by religions and beliefsThere are large amount of idioms related to religion beliefs existing in English and Chinese language. They are different in beliefs, politics and human history. Buddhism and Daoism are the important part of Han nationality culture. Its stories and allusions bring out innumerable idioms for Han culture and language. There are many religions existing in China, comparatively speaking, Buddhist has more influence on Chinese culture, thus, many idioms come from Buddhist, such as:借花献佛临时抱佛脚#跑得了和尚跑不了庙做一天和尚,撞一天钟放下屠刀,立地成佛Also, Daoism, which originates from China, has a great influence on Chinese and some Chinese idioms directly or indirectly come from Daoism, like灵丹妙药阎王要你三更死,哪能留你到五更狗咬吕洞宾,不识好人心道高一尺,魔高一丈八仙过海,各显神通Many Americans and British believe in Christianity. They read “Bible”; they regard many idioms deriving from Bible as their guide and rules of behavior. For example, Do as you would be done by; Let us eat and drink, for tomorrow we shall die; A soft answer turneth away wrath etc. Bible has affected profoundly in west. They uphold Christian culture. Here are some idioms related to their religion beliefs:#To bow down in the house of Rimmon向异教徒屈膝投降A covenant of salt不可背弃的盟约Give up one’s lions准备行动As poor as a church mouse家徒四壁Bear one’s cross背负十字架No coming to heaven with dry eyes眼无泪水难进天国We should take these idioms seriously when we study English, otherwise, we will be confused. Such as“谋事在人,成事在天”is “Man proposes, God disposes” the translation seems to be the best way, however, the two background of beliefs and cultures are different, if it is translated into “Man proposes, God disposes” Chinese would have believe Christianity instead of Buddhism. Thus, we should take “Heaven” instead of “God”, when we translate it into Chinese.Only when these idioms are more meaningful in broad sense beyond the realm of religion, can they become membership of the Chinese idioms. Therefore, such Chinese idioms stemmed from religion are no more than those English idioms stemmed from Bible. Apart from this, the forms of these two categories are apparently different; English idioms exist in form of sentence, while Chinese in phrases.#3.6 Deriving from loanwordMany stories coming from myth turn into idioms at last. Those words are acceptable in native culture; they are used frequently and also turn out to be native people’s own property. For example:A flash in the pan昙花一现(比喻某事物一出现就很快消逝了)something appears for a very short time.其中的昙花come from the vocabulary of Sanskrit, and it transliteration.A white elephant白象(比喻沉重的负担,无用而累赘的东西)something useless and burdensomeEnglish Puritan immigrate to America at early days , they create many newstyles of expression by language culture of local Indian.Indian file鱼贯而行Indian Summer小阳春# Indian club瓶状物(花样体操比赛时用)Indian hemp大麻Besides, some Chinese idioms stem from foreign language. For example: Bea cat’s paw; Gean de la Fontanie: Monkey and Cat; Ivory tower; One-sided wish .etc. All these idioms come from foreign language, but the structures of them have the characters of Chinese language, as time goes by.4. The features of idioms between English and ChineseIdioms between English and Chinese all contain fixed phrases and sentences. Each part among them is fixed. That can not be separated or replaced as one pleases. Idioms are a complete unity. We can not understand them according to each consisting word’s meaning. Idioms all have history cultural sources. Idioms use many different figures of speech, that exist many different image symbols. There are some concrete parts of following to illustrate some features of idioms.4.1 Different figures of speechBoth English and Chineselanguages have features of rich derivation, vivid language and those words in idioms have implied profound meaning. They are relevant to the English and Chinese features of language words, system, also relative to the human’s ways of thought and aesthetics mentality. Chinese is reduplication or reversal, contrast or juxtapose antithesis or parallelism. But in English, to avoid reduplication, synonym is always used to express one thing or one concept, this style of writing is obvious. Chinese and English languages mostly use figures of speech. They usually put a lot of efforts in form, sound, and meaning. They use metaphor, pun or paronomasia, repetition etc. It makes idioms full of wit. # There is a great deal of rhetoric in English and Chinese idioms. These are:Simile: like a cat on hot bricks象热锅上的蚂蚁Metaphor:沉鱼落雁之容,闭月羞花之貌(have features thatcan make fish sink and alight, and looks that can outshine themoon and put the flowers to shame.)Metonymy:老骥伏枥,志在千里(An old steed in the stable stillaspires to gallop thousand li-an old hero still cherishes highaspiration.)Personification: Failure is mother of success.(失败乃成功之母)Euphemism: die in bed of old age寿终正寝Inversion: A thousand sails pass by sunken ship, ten thousandsaplings shoot up beyond the withered tree(沉舟侧畔千帆过,病树前头万树春)Aphorism: Where there is a will, there is a way.有志者事竟成。
中西文化不同英语作文Cultural Differences between Chinese and Western English。
As a global language, English is widely used in both Chinese and Western cultures. However, there aresignificant differences in the way English is used and understood in these two cultures. Understanding these differences is essential for effective communication and cultural exchange.One of the most obvious differences is in the use of idioms and expressions. In Western cultures, idioms and expressions are often used to convey a specific meaning or emotion. For example, the expression "break a leg" is used to wish someone good luck before a performance. However, in Chinese culture, idioms and expressions are used more frequently and have a deeper cultural significance. For example, the idiom "一步一个脚印" (one step at a time) is often used to encourage perseverance and hard work.Another difference is in the use of indirect communication. In Western cultures, direct communication is often preferred, with people speaking their minds openly and honestly. However, in Chinese culture, indirect communication is more common, with people using subtlehints and gestures to convey their meaning. This can lead to misunderstandings and confusion in cross-cultural communication.Cultural values also play a significant role in the way English is used and understood in Chinese and Western cultures. In Western cultures, individualism is valued, with people encouraged to express their opinions and make decisions based on their own needs and desires. In Chinese culture, collectivism is valued, with people encouraged to prioritize the needs of the group over their own individual needs.Finally, there are differences in the way English is taught and learned in Chinese and Western cultures. In Western cultures, English is often taught as a secondlanguage, with a focus on grammar, vocabulary, and pronunciation. In Chinese culture, English is often taught as a foreign language, with a focus on reading and writing skills.In conclusion, understanding the cultural differences between Chinese and Western English is essential for effective communication and cultural exchange. By recognizing and respecting these differences, we can promote mutual understanding and build stronger relationships between our cultures.。
C ROSS-CULTURAL C OMMUNİCATİON Vol. 6, No. 4, 2010, pp. 135-141ISSN1712-8358[P RİNT]ISSN1923-6700[O NLİNE] 135Cultural Differences in Chinese and EnglishEuphemismsDIFFÉRENCES CULTURELLES DANS L'EUPHÉMISMECHINOIS ET ANGLAISGUO Qi1Abstract: Euphemism, a common linguistic phenomenon in different cultures, is defined on the lexical-level in this thesis. It refers to “the substitution of an agreeable or inoffensive expression for one that may offend people or suggest something unpleasant”.This thesis is to make a contrastive study of English euphemisms and Chinese euphemisms by means of the relevant linguistic theories, by which we conclude that euphemism is a linguistic, and particularly a cultural phenomenon. Its development is the outcome of various socio-psychological factors. The study of English euphemisms will surely shed light on English teaching in China.Key words: Euphemism; Culture; Intercultural communicationResumé: L'euphémisme, un phénomène linguistique commun dans des cultures différentes, est défini dans cette thèse au niveau lexical. Il se réfère à la "substitution d'une expression agréable ou inoffensive à celui qui peut offenser les gens ou suggérer quelque chose de désagréable". Cette thèse est de faire une étude contrastive sur l'euphémismes en anglais et en chinois en utilisant des théories linguistiques pertinentes, à partir desquelles nous concluons que l'euphémisme est un phénomène linguistique, et en particulier culturel. Son développement est le résultat de divers facteurs socio-psychologiques. L'étude des euphémismes anglais va sûrement faire la lumière sur l'enseignement de l'anglais en Chine.Mots-clés: euphémisme; culture; communication interculturelle1. INTRODUCTIONEuphemism is defined on the lexical-level in this thesis. It refers to “the substitution of an agreeable or inoffensive expression for one that may offend people or suggest something unpleasant”. By making a1Lecturer of Foreign Language Department of China University of Geosciences(Beijing), 100083, China.*Received 28 October 2010; accepted 19 November 2010contrastive study of English euphemisms and Chinese euphemisms, this thesis attempts to explore cultural similarities and differences reflected in English and Chinese euphemisms.2. CLASSIFICATIONS OF EUPHEMISMS2. 1 Traditional and Stylistic EuphemismsSemantically, euphemisms can be divided into traditional euphemisms and stylistic euphemisms. Traditional euphemisms refer to some indirect expressions of linguistic taboos. They were created because topics such as life, death, disease, sex and secretions in some cultures were forbidden to be mentioned openly and directly. For the sake of pleasantness, people refrained from talking about them in public and tried to use more refined ones to make replacements, euphemism hence developed. For instance, “secretion”, a taboo in both English and Chinese languages has got a great number of euphemistic words and expressions, like “answer/feel the nature’s call’, “go to the bathroom”, “spend a penny”, “wash one’s hand”, “do one’s urgent business” and “relieve oneself.” Such euphemisms embody human being’s desire to extricate themselves from barbarism and to become civilized creatures.The latter category of euphemisms refers to some flattering or more polite words or expressions. In communication, speakers usually feel direct addressing will make the hearers feel uneasy or even hurt on certain occasions. To consolidate the social solidarity, people usually adopt some seemingly exaggerated or beautified addresses. As a result, some dignified equivalents emerge. Take some political terms for example. “Concentration camp” is described as “strategic village”, “surprise attack” as “surgical strike”, “deliberate bombing” as “accidental delivery of ordnance”, and “under-developed countries” as “less developed countries” ,etc.2.2 Unconscious and Conscious EuphemismsAll euphemisms, whether traditional or stylistic, can be divided into two classes---unconscious and conscious ones according to whether people remember their original motivations or not. Some euphemisms were developed so long ago that hardly anyone remembers how they were originally motivated. Take “indisposition” for example. The original meaning of the word is “incapacity to deal with something”. And its euphemistic meaning is “slight illness or ill health”, which has been frequently used for so long that people hardly think of the original meaning. Besides, the word “cemetery” is derived form Greek and originally means “dormitory or sleeping place”. However, commonly used as a euphemism for “graveyard” nowadays, it seldom refers to “dormitory or sleeping place”.While some euphemisms are used unconsciously, others are employed consciously. Certain euphemism leads to double thinking when used by people, i.e. it stands for something else. But everyone pretends that the “something else” does not exist. For example, when a lady says that she is going to “powder her nose” or “make a phone call”, we should think that her intention is noble and she does not mean to be dishonest by really going to the ladies’ room.2.3 Nonce and Sustained EuphemismsSome euphemisms are created on impulse on a certain occasion and are never repeated later, while others are coined, reused and ratified by many people and have lasted for generations, or even centuries. In these cases, we have nonce euphemism and sustained euphemism. For instance, most of the euphemisms concerning the Vietnam War, such as “ pacification” for “bombing”, “defoliation” for “destroying crops” and “police action” for “aggression” , are one–day wonders while many euphemisms related to taboo areas have become everlasting terms, and some even become idiomatic expressions.1363. PRINCIPLES IN CREATING EUPHEMISMS Euphemisms have different forms. Whatever forms they have, they share three basic principles of formation, the distance principle, the relation principle and the pleasantness principle.3.1 The Distance PrincipleAny linguistic sign is a two –face carrier of sound and meaning. A particular sound stands for a particular meaning, which operates in an arbitrary manner. Out of inward anxieties, conflicts, fears and shames, or for the sake of politeness or self-respect, people consider certain phenomena as taboos, and the linguistic signs referring to these phenomena become taboos as well. In social life, people have to mention the tabooed things many times on various occasions. Direct mention of the tabooed things is considered offensive, shocking, unpleasant or impolite, so people try to use indirect expressions to talk about taboos. Therefore, the creation of euphemism is, as a matter of fact, based upon a psychological distance: people identify linguistic signs with their referents, and taboos with the things they refer to. To eliminate this kind of identical association the most effective way is to widen the distance between signs and their referents, which can be achieved by creating new signs in place of the old ones. As a result, new linguistic signs increase the distance between the signs and their real referents considerably. This is what we call the distance principle--- old wine in a new bottle.3.2 The Relation PrincipleGenerally speaking, the wider the distance between a sign and its real referent, the more euphemistic it appears. However, language is used for communication, so being over-euphemistic means being too vague, which may lead to misunderstanding or breakdown in communication. Therefore, in order to be well understood and to achieve successful communication, people have to observe another important principle in social interaction--- the relation principle, which indicates people cannot choose an expression at random for euphemizing. In other words, the newly coined euphemism must be somewhat related to the old linguistic sign that needs to be euphemized. It must give a clue to the referent as well.The distance principle requires a greater distance between the newly coined euphemism and its referent, while the relation principle restrains the distance to a reasonable degree, which enables the hearer to understand the speaker in a specific situation.3.3 The Pleasantness PrincipleAnother important principle is the pleasantness principle. However, the so-called pleasantness does not refer to the pleasantness of the sound to the ear, but the pleasantness of a better connotation to the mind. A euphemism is better than a taboo because it inspires a better association in the mind of the hearer. For instance, garbage man is euphemized as “sanitation engineer”, or “garbalogist”, “skinny” as “slender”, “crippled” as “physically handicapped”, and the invasion of NATO as “humanitarian assistance”, etc. 4. A CONTRASTIVE ANALYSIS OF CHINESE AND ENGLISHEUPHEMISMS4.1 Similarities4.1.1 In Terms of Psychological MechanismEuphemism reflects the various states of social psychology, in which euphemism, whether English or Chinese, originates. Many factors of social psychology may account for euphemizing, but to avoid taboos, to be polite and to disguise are the most basic and typical ones.137To avoid taboos is the principal psychological basis on which euphemisms are created. In many cultures, the names of gods and devils are taboos and people try to avoid mentioning them directly. That’s why English people euphemize the name of “Satan” as “god of this world”, “his sable majesty”, “old gentleman in black” or “old Harry”. They even spell god as “g-d,” or “gosh”, etc. In this sense, we can say the existence of taboo words or taboo ideas stimulates the creation of euphemism.Politeness is also an essential psychological foundation on which euphemism is generated. In social interaction, people always try to avoid being impolite or hurting others’ feelings in speech. In other words, face saving must be taken into account to keep communication going. “Face is the public self -image that every member of society wants to claim for himself. Such mutual self-interest requires that conversational participants maintain both their own and their interactors’ face.”2 But many verbal interactions are potential threats to face, so the communicators attempt to weaken “face threatening” through a series of strategies including euphemisms. e.g. To the criminal, the judge claims “you have been sentenced to five years in prison.” However, if he has to mention it in front of the criminal’s parents on a private occasion, he would probably say, “Your son has been sent to the big house.” or “he is now living at the government’s expense.” Such strategies for face keeping can be found in the euphemisms for some occupations. e.g. “Hair-dresser” is replaced by “beautician”, “bedding worker” by “ mattress engineer,” and “undertaker” by “funeral director” etc, which are created to “soften the shock of reality” and to satisfy the psychological necessity of those who hold humble jobs, making them feel being treated with “ a little, simple, decent respect”, thus “ to be somebody.”A great many political euphemisms are not to be polite, but to disguise. In international relationships “dressed- up” expressions have been used frequently. In order to conceal the truth, Politicians usually adopt a disguise mechanism. For example, in 1983, after the U.S. sent its armed forces into Grenada, President Reagan showed his irritation with reporters at their frequent use of the word “invasion”. “This”, he said, “was a rescue mission”. Actually, it was Reagan himself who had first called it an invasion. In addition, The American Watergate affair also brought a great many euphemisms into being. e.g. “Containment” for “withholding –information”, “plumber” for “burglar”, “intelligence –gathering activity” for “the crime of breaking and entering”, “White house horror” for “government-sponsored crimes”, etc. These euphemistic terms or expressions are referred to by some scholars as “cosmetic words”, which perform the function of separating words from truth.4.1.2 In Terms of FormationHowever culturally and historically particular euphemisms may be, English and Chinese euphemisms are similar in some ways, in terms of the linguistic patterns underlying their formations, such as the borrowing of foreign words, the use of understatement etc.As a matter of fact, euphemizing by means of foreign words is attained through the distance between the foreign language and the native language. People are relatively familiar with their native language and are unfamiliar with a foreign language. So the use of foreign words in place of native ones usually brings about a sense of implicitness and mildness to people. e.g. The English euphemism for “lavatory” is “loo”, which is believed to be derived from the French expression “lieut daisance” (place of convenience) or from “waterloo” (place where Napoleon was defeated crushingly). In Chinese, the English word “kiss” is sometimes used to euphemize jie wen。
英语作文中西文化差异英文回答:The English language is a complex and nuanced one, with a rich history and a vast vocabulary. It is a language that has been shaped by many different cultures and influences over the centuries, and as a result, it is a language that is full of diversity and variation. In this essay, I will explore some of the key differences between English and Chinese culture as reflected in the way that the two languages are used.One of the most striking differences between English and Chinese culture is the way that the two languages handle the concept of time. In English, time is often seen as a linear progression, with a clear beginning, middle, and end. This is reflected in the way that English speakers often use phrases like "first," "second," and "third" to describe the order of events. In Chinese, on the other hand, time is often seen as a more cyclical process, with a less clearsense of beginning and end. This is reflected in the way that Chinese speakers often use phrases like "once upon a time" and "long ago" to describe events that happened in the past.Another key difference between English and Chinese culture is the way that the two languages handle the concept of space. In English, space is often seen as a three-dimensional entity, with height, width, and depth. This is reflected in the way that English speakers often use phrases like "up," "down," "left," and "right" to describe the location of objects. In Chinese, on the other hand, space is often seen as a two-dimensional entity, with only height and width. This is reflected in the way that Chinese speakers often use phrases like "front," "back," "left," and "right" to describe the location of objects.Finally, it is worth noting that English and Chinese are both tonal languages, which means that the pitch of the voice can change the meaning of a word. In English, tones are used to express emotions, such as anger, sadness, andhappiness. In Chinese, tones are used to distinguish between different words, such as "ma" (mother) and "ma" (horse). This can be a challenging aspect of the language for non-native speakers to master, but it is an important part of understanding the nuances of the Chinese language.中文回答:英语是一门复杂而微妙的语言,有着丰富的历史和庞大的词汇量。
英汉两种语言和文化的差异英语作文Differences between English and Chinese Languages and CulturesThe English and Chinese languages are two of the most widely spoken languages in the world, with each having its own unique linguistic and cultural characteristics. These differences can be observed in various aspects, including grammar, vocabulary, writing systems, and cultural norms. Understanding these differences is crucial for effective communication and cultural exchange between speakers of the two languages.One of the most significant differences between English and Chinese is the writing system. English uses an alphabetic writing system, where each letter represents a sound, while Chinese uses a logographic writing system, where each character represents a word or a concept. This fundamental difference in the writing systems leads to various other differences in the languages. For instance, Chinese characters are typically more compact and can convey more meaning in a smaller space compared to English words. Additionally, the lack of an alphabetic system in Chinese means that the language does not have a clear distinction between uppercase and lowercase letters, which is a common feature in English.Another key difference between the two languages is the grammar structure. English is an Indo-European language and follows a subject-verb-object (SVO) word order, while Chinese is a Sino-Tibetan language and typically follows a subject-object-verb (SOV) word order. This difference in word order can lead to challenges in translation and can also affect the way sentences are constructed and understood. For example, in English, the adjective typically precedes the noun, while in Chinese, the adjective often follows the noun.Furthermore, the two languages have distinct approaches to sentence structure and the use of particles. In English, the sentence structure is often more rigid, with a clear distinction between subjects, verbs, and objects. In contrast, Chinese sentence structure can be more flexible, with the use of particles to indicate grammatical relationships and to convey nuances of meaning.The differences in vocabulary and word formation also contribute to the distinct nature of the two languages. English has a large vocabulary that has been influenced by various other languages, such as Latin, Greek, and French. This has resulted in a diverse and often complex lexicon. In contrast, Chinese vocabulary is primarily derived from its own language family, with a relatively fewer number of loanwords from other languages. Additionally, the way words areformed in the two languages differs significantly. English often uses affixes (prefixes and suffixes) to create new words, while Chinese relies more on the combination of individual characters to form new words.Cultural differences also play a significant role in shaping the languages. English-speaking cultures tend to be more individualistic, with a strong emphasis on personal rights and self-expression. This is reflected in the language, which often uses more direct and assertive forms of communication. In contrast, Chinese culture is more collectivist, with a greater emphasis on social harmony and the maintenance of hierarchical relationships. This is reflected in the language, which often uses more indirect and polite forms of communication, with a greater use of honorifics and other forms of address.These differences in language and culture can lead to challenges in cross-cultural communication and understanding. For example, a direct request in English may be perceived as rude or confrontational in a Chinese cultural context, while a more indirect approach in Chinese may be misinterpreted as evasive or lacking in confidence by an English speaker.To effectively navigate these differences, it is essential for speakers of English and Chinese to develop cultural awareness and sensitivity.This may involve learning about the cultural norms and communication styles of the other language, as well as developing the ability to adapt one's own communication style to suit the cultural context. Additionally, the use of professional translation and interpretation services can be invaluable in bridging the language gap and facilitating effective communication between speakers of the two languages.In conclusion, the differences between English and Chinese languages and cultures are numerous and multifaceted. Understanding these differences is crucial for effective communication and cultural exchange between speakers of the two languages. By embracing these differences and developing the necessary skills and knowledge, individuals can engage in meaningful cross-cultural interactions and foster greater mutual understanding and appreciation.。
Differences in Chinese culture and English culture(1) Addressing terms.Both western and Chinese people have two kinds of personal names---a surname and a given name. But the order and the use of these names in the two languages are kind of different. In Chinese, the surname comes first and then comes the given name. And people like putting“小”before their family name. Such as“小王”、“小李”、“小刘”、“小赵”and so on. While westerner’s names are written and spoken with the given name first and the family name last. So Sam King's family name is King, rather than Sam. In a formal occasions, people often address men as Mister(Mr), married women as Misses(Mrs), and unmarried women as >Miss. Nowadays most women prefer to be addressed using the abbreviations Ms. or M., pronounced /miz/. If the person has an M.D. or Ph.D., they will often be addressed as "Doctor" (Dr.). Faculty are addressed as "Professor" (Prof.).In an informal situation, westerners will introduce each other by first name, without titles, and occasionally by just the last name. If you are introduced to somebody by first name, you can address him or her by first name the next time you meet. The only exception would be for someone who holds an important position, such as the university president or provost. Unless they tell you otherwise, faculty should be addressed using their title and last name (e.g., "Professor King"). Another difference is about the form of addressing.From the viewpoint of sociolinguistics, forms of addressing can serve as an indication of the relationship of power and solidarity in the society. In calling their superiors or elders, the Chinese are accustomed to the nonreciprocal or asymmetrical addressing, in other words. They use “surname + title” to address their superior or elders rather than call them surnames directly, while the superior or elders call the addressers their names. The Chinese tend to abide by the polite principle of depreciating oneself and respecting others to show appropriate respects towards the persons being addressed, otherwise, the addresser may be considered as ill-mannered, ill-educated or rude. But in English speaking countries, people have a tendency to follow the reciprocal or symmetrical addressing. Although they are different in age and status, they can call the other directly, namely, their names, even first names except when they call the doctors, not arousing offence between them, but demonstrating the sense of intimacy and the conception of “Everyone is created equal”.Chinese people feel it unnatural to address a westerner by his given name, feeling that it indicates too close a relationship, and westerners, on the other hand, may feel that if a Chinese insists on using his surname, it indicates an unwillingness to be friendly and maintains a distance between them. So theuse of forms like “Miss Echo” or “Mr. King” may be a Chinese form of compromise. With Miss Echo, the use of the given name indicates friendliness, but the addition of the title indicates the respect they feel they ought to show. And with King, the lack of a title indicates friendliness, but the use of the surname prevents it sounding too intimate. However, both addressings used by the Chinese sound very strange and uncomfortable to the westerner. (2) GreetingsThe purpose of greeting is to establish or maintain social contact. So formulaic expressions are often used, but such formulaic expressions often cause misunderstanding and conflict because of the great cultural differences between Chinese and English speakers. In English, people often use the following expressions to greet each other: “Good morning/evening/afternoon”, “Fine day, isn’t it?” “How is everything going?” etc. In contrast, in china, people usually use expressions like “你吃了吗?”“你上哪里去?”“你干什么去?”to show our friendliness.(3) ThanksIn everyday life, everyone will inevitably meet some difficulties. Then, if somebody lends you a hand, we often should express our thanks to him/her. As for the expressions used for thanks, they are different in different cultures. China has a history of several thousand years, but the history of using “谢谢” is very short and also its frequency is much lower than in the west. In thecross-cultural communication, we often hear expressions like “thank you” or “thanks”. Even if you don’t need others’ help, you should also express thanks for their concern of you, e.g. “Can I help you, madam?”“No, thank you”. There is even no exception to the family members. Husband may say “thank you” to wife. Parents say “thank you” to their children. But in China, influenced by the Chinese traditional culture, people hardly use “谢谢” at home. Also in the Chinese traditional culture, when being praised or complimented, people don’t use “谢谢” for fear that they be regarded as immodest. In service industry, such as in hotel, restaurant, airport, etc., people seldom express thanks, which foreigners feel very indifferent.(4) ComplimentCompliment is used to praise the addressee’s virtues, ability, behavior, appearance, clothing, personality and belongings. Appropriate compliments can serve as effective supplementary means in inter-personal communication. Western and Chinese culture are very different about compliment. In western culture, the frequency of compliments is higher than in Chinese culture.(Gu Yueguo, 1994)It’s considered very common for a man to praise the outlook, figure, and clothing of a lady. When an American is talking with friends, he compliments his family every now and then. So when you hear ladies say “my husband is marvelous” or when you hear husbands say “I got a pretty wife”, don’t get surprised. But this kind of words in traditional Chinese culture is looked upon as a taboo. A western hostess is likely to say, “Oh, I am so glad that you liked it. I cook it especially for you.” if she is complimented for her cooking skill. Not so is a Chinese hostess, who will instead apologize for giving you “Nothing”. They tend to say“随便作几个菜,不好吃”. If translated this into English, it is that “I just made some dishes casually and they are not very tasty”. Perhaps the foreigner will think why you invite him/her to your family and have the nasty food. What’s more, they may think you don’t r espect him/her. So the English-speaking people are more prone to praising others and being praised than Chinese people. The Americans are straight forward, while the Chinese are proud of modesty. Thanks to that modesty, many a Chinese has left hungry at an Americans table, for Chinese politeness calls for three refusals before one accepts an offer and the Americans hosts take “no” as “no”, whether it is the first, second or third time. Still bigger differences exist in people’s response to compliments. Chin ese tend to efface themselves in words or refuse it, although they do feel comfortable about the compliments. So many westerners simply feel perplexed or even upset when their Chinese friends refuse their compliments. The Chinese people are not intending to be modest with the sacrifice of friendship in so doing, but it is due to the traditional Chinese philosophy, i.e. that of modesty. The Chinese people consider modesty as a most valuable virtue, so they seldom agree to the compliment on themselves.(5)IntroductionThe Chinese mostly observe the modest aspect. Westerners think that Chinese has a lot of tradition of self-depreciation reflecting modesty. For example, calling oneself as “humble person”(鄙人), or “humble brother”(小弟)and so on; one’s own son is “little dog”(犬子), or “ small child”(小儿); one’s own home is “cold home”(寒舍), or “poor shed”(陋舍); one’s own work is “clumsy work”(拙著), or “poor work”(拙作)。
中国和英国的文化差异英语作文Cultural Differences Between China and the United KingdomCulture is a tapestry woven from various threads of history, values, and traditions, and understanding cultural differences can offer profound insights into how people from different parts of the world live and interact. China and the United Kingdom, two nations with rich historical backgrounds, present a fascinating study in cultural contrasts.**1. Social Etiquette and Communication**In China, social interactions are often guided by principles of respect and hierarchy. For example, it is common for people to show deference to their elders and those in positions of authority. Addressing someone by their formal title or full name is a sign of respect. Additionally, Chinese communication tends to be more indirect; people may use subtle hints and non-verbal cues rather than explicit statements to avoidconfrontation and maintain harmony.In contrast, the United Kingdom places a high value on politeness and courtesy, but communication is generally more direct compared to China. British people often use polite expressions such as "please," "thank you," and "sorry" in everyday interactions. While the British also value respect, they are more likely to address each other by their first names, and discussions are typically more straightforward, with an emphasis on clear and open dialogue.**2. Family Structure and Relationships**Family life in China is deeply rooted in Confucian values, which emphasize filial piety and the importance of family hierarchy. Traditionally, the family unit is extended and includes multiple generations living together or in close proximity. Elders are revered, and family decisions often involve consultation with the older generation. The concept of collective family responsibility and support is strong, and there is asignificant emphasis on family obligations and harmony.In the UK, the nuclear family model is more prevalent, with parents and their children often living independently. While family ties are still important, there is a greater emphasis on individual autonomy and personal space. British families may prioritize personal career goals and self-development, and decisions are generally made with a focus on individual preferences rather than solely on family consensus.**3. Festivals and Celebrations**Chinese festivals are deeply rooted in historical and cultural traditions. The Chinese New Year, for instance, is a major celebration marked by family reunions, elaborate meals, and various customs such as giving red envelopes and setting off fireworks. Similarly, the Mid-Autumn Festival celebrates family unity and the harvest, featuring mooncakes and lanterns.In the UK, celebrations such as Christmas and Easter hold significant cultural value. Christmas is marked by festive decorations, gift-giving, and traditional meals like roast turkey. Easter is celebrated with various customs, including Easter eggs and bunnies. Additionally, events like Guy Fawkes Night and Remembrance Day hold historical importance and are observed with specific traditions and ceremonies.**4. Dining Habits and Cuisine**Chinese cuisine is diverse and varies greatly across regions, with an emphasis on shared dishes and communal eating. Meals are often enjoyed with family and friends, featuring a variety of dishes served simultaneously. Chopsticks are commonly used, and there is a strong focus on balance and harmony in flavors and ingredients.British cuisine is traditionally simpler and often centered around individual portions. Classic dishes include roast dinners, fish and chips, and various pies.Meals are typically eaten with cutlery, and dining habits may emphasize punctuality and structure, with specific times for breakfast, lunch, and dinner.**5. Approach to Education and Work**In China, education is highly competitive, with a strong emphasis on academic achievement and examination success. The Gaokao, or college entrance examination, is a significant milestone that influences future educational and career opportunities. There is also a cultural emphasis on hard work and perseverance in professional life, often with long working hours and a strong focus on achieving success.In the UK, while education is also valued, there is a greater emphasis on a well-rounded education and extracurricular activities. The approach to work-life balance is more pronounced, with a focus on maintaining a healthy equilibrium between professional responsibilities and personal life. British workplaces often encourage flexibility and value employeewell-being.**Conclusion**The cultural differences between China and the United Kingdom highlight the richness and diversity of human experience. Understanding these differences fosters greater cross-cultural appreciation and helps bridge gaps between people from diverse backgrounds. By exploring and respecting these cultural nuances, we can build stronger, more empathetic connections across the globe.。
中国和英国的文化差异英语短文Here is an example English essay about the cultural differences between China and the United Kingdom:China and the United Kingdom: Cultural DifferencesChina and the United Kingdom are two distinct countries with unique cultures that differ in various ways. While both countries share some similarities, such as the use of the English language, they also have significant differences that set them apart.One of the most noticeable cultural differences between China and the UK is the way people greet each other. In China, it is common to bow or nod when greeting someone, especially in more formal situations. On the other hand, in the UK, people usually shake hands or kiss cheeks when meeting. This difference reflects the more reserved nature of Chinese culture compared to the more outgoing and informal British culture. Another major cultural difference between China and the UK is their approach to education. In China, students are expected to study hard and pass exams to secure good grades and high-paying jobs. In contrast, in the UK, education focuses more on developing critical thinking skills, creativity, and personal interests. This difference reflects the values placed on individualism and personal development in Western culture.The food culture is another area where China and the UK differsignificantly. Chinese cuisine is known for its diversity, flavors, and cooking techniques, while British food is generally considered bland and unexciting. However, both countries have adopted elements of other cuisines to create new dishes that reflect the fusion of cultures.In terms of communication styles, Chinese culture tends to be more indirect and relies heavily on nonverbal cues to convey meaning. In contrast, British culture is more direct and explicit, and verbal communication is the primary means of conveying messages. Finally, religion plays a different role in the two countries' cultures. Christianity is the dominant religion in the UK, while Buddhism is the largest religion in China. However, both countries have diverse religious practices and beliefs, which reflect the cultural richness and complexity of these nations.In conclusion, China and the UK have different cultural values, traditions, and behaviors that reflect their unique histories and societal structures. Understanding these differences can help us appreciate the richness and diversity of human cultures and promote cross-cultural understanding and respect.。
英语汉语文化差异的英语作文The cultural differences between English and Chinese languages are vast and profound. These differences stem from the distinct historical, geographical, and philosophical backgrounds of the two civilizations. Understanding these disparities is crucial for effective cross-cultural communication and mutual understanding.One of the most fundamental differences lies in the writing systems. Chinese is a logographic script where each character represents a word or concept, while English utilizes an alphabetic system where letters represent individual sounds. This structural difference leads to various implications. Chinese writing is more compact and concise, often conveying a wealth of meaning in a single character. In contrast, English relies on a more linear and explicit approach, requiring more words to express the same idea.Moreover, the directionality of writing also differs. Traditional Chinese is written vertically from top to bottom, right to left, while English follows a horizontal, left-to-right direction. This orientation reflects the contrasting worldviews and spatial perceptions of thetwo cultures. The vertical layout in Chinese suggests a hierarchical and cyclical understanding of the universe, whereas the horizontal flow in English denotes a more linear and progressive perspective.Another significant distinction lies in the grammatical structures of the two languages. Chinese is considered a topic-prominent language, where the topic of a sentence takes precedence over the subject-verb-object order. This structure aligns with the Chinese emphasis on context and relationships rather than rigid rules. In contrast, English is a subject-prominent language, with a more rigid subject-verb-object structure. This difference can lead to challenges in translation and communication, as the same idea may be expressed in vastly different ways.Furthermore, the use of pronouns in Chinese and English reflects divergent cultural values. Chinese often omits personal pronouns, as the context and relationships between speakers are assumed to be understood. This linguistic feature corresponds with the collectivist nature of Chinese culture, where individual identity is often subsumed within the larger social fabric. English, on the other hand, places a stronger emphasis on individual agency, and the use of personal pronouns is more explicit.The differences in linguistic structures are also reflected in the ways the two languages approach time and space. Chinese tends to bemore cyclical and holistic in its perception of time, often using temporal markers that emphasize the interconnectedness of past, present, and future. English, however, is more linear and sequential, with a greater emphasis on specific time frames and the progression of events.Spatial concepts also differ between the two languages. Chinese often utilizes spatial metaphors that emphasize relatedness and proximity, such as "inside" and "outside," while English tends to rely on more absolute spatial references, such as "left" and "right." These distinctions mirror the contrasting cultural values of collectivism and individualism, respectively.The cultural differences between English and Chinese also manifest in the realm of politeness and communication styles. Chinese emphasizes the importance of maintaining harmony and saving face, leading to a more indirect and context-dependent communication style. Indirect refusals, the use of hedging language, and the importance of non-verbal cues are all hallmarks of the Chinese approach. English, on the other hand, generally favors a more direct and explicit communication style, with a greater emphasis on individual self-expression.The differences in language and communication styles can also have significant implications for cross-cultural interactions.Misunderstandings and misinterpretations can arise when individuals from these two cultural backgrounds engage in conversation. For example, a direct English speaker may be perceived as rude or insensitive by a Chinese counterpart, while a Chinese speaker's indirectness may be interpreted as evasive or lacking in assertiveness by an English speaker.To navigate these cultural differences effectively, it is essential to develop cultural awareness and sensitivity. This involves understanding the underlying values, beliefs, and worldviews that shape the respective languages and communication styles. By recognizing and respecting these differences, individuals can engage in more effective and meaningful cross-cultural exchanges.In conclusion, the cultural differences between English and Chinese are multifaceted and deeply rooted in the respective histories and philosophies of the two civilizations. From the writing systems and grammatical structures to the conceptualization of time, space, and communication styles, these disparities reflect the unique worldviews and societal values of the two cultures. Recognizing and appreciating these differences is crucial for fostering cross-cultural understanding and facilitating successful intercultural interactions.。
Cultural Differences between China andForeign CountriesIn the vast and diverse global landscape, China stands out as a unique cultural entity, distinguished by its rich history, profound traditions, and distinctive values. In contrast, Western cultures, particularly those of Europeand the United States, exhibit their own set of distinct characteristics. This essay delves into the intricate differences between Chinese and foreign cultures, exploring various aspects such as social norms, communication styles, values, and festival celebrations.**Social Norms and Behaviors**Chinese culture is deeply rooted in Confucian values, emphasizing respect for elders, hierarchy, and collectivism. In social interactions, Chinese people tend to be formaland polite, with a strong emphasis on maintaining harmonious relationships. On the other hand, Westerncultures tend to be more individualistic, emphasizing freedom, independence, and competitiveness. Social interactions in Western countries are often more casual andstraightforward, with a focus on direct communication and efficiency.**Communication Styles**Chinese communication is often indirect and implicit, with a strong emphasis on nuance and context. People tendto use euphemisms and avoid direct confrontation, favoringa conciliatory and harmonious approach. In contrast, Western communication is more direct and explicit, with a preference for clarity and openness. People in Western cultures tend to value directness and honesty, often communicating their thoughts and feelings without much ambiguity.**Values and Beliefs**Chinese culture is deeply influenced by Confucianism, Taoism, and Buddhism, which强调仁爱、和谐、自然和内在修养。
Cultural differences between China and England上海师范大学外国语学院英语师范4班顾佩080111670Summary:There are many differences between Chinese and English, such as language, folkways, faith, literary quotation, mode of thinking, and individualism sense of worth. For example, in Chinese mind, we often say:“夏日炎炎”“火辣夏日”.We often associate summer with hot. But in Shakespeare’s poetry “Shall I compare thee to a summer’s day?/Thou art more lovely and more temperate.”British people often associate summer with lovely things.Keyword:language, faith, literary quotation, mode of thinking, and individualism sense of worth Body1. languageThere are many differences between the language of Chinese and English. For example, in Chinese mind, we often say:“夏日炎炎”“火辣夏日”.We often associate summer with hot. But in Shakespeare’s poetry “Shall I compare thee to a summer’s day?/Thou art more lovely and more temperate.”British people often associate summer with lovely things. Why the differences are so big? Because the different geographical positions. China locates in Asia, the continental climates are clearly demarcated. Summer is the warmest season. While England locates in the North Temperate Zone, it has ocean climate. During the summer, the weather is bright and beautiful. And besides it, there are a lot of cases in this field. Such as “东风”, it let us think about warmth. While “西方”it will give us a cold feeling. But in England, it’s quite opposite. So some language differences are caused by the geographical positions.2. faithThe entirely different in faith is the direct portraiture between two nations. “儒道”lead the main dominant position in China. There are a lot of vocabularies, such as "天公" 、"阴阳" 、"菩萨" etc. In England, Christian leads the main dominant position. There are also a lot of vocabularies, such as “angel, god, monk” etc.3. quotationUsing quotation is one of the most important parts in a nation’s daily speaking. We often use quotation unconsciously. For example, Chinese may say“马后炮”. British people may say:”He’s a shylock. If we use quotation in our speaking, foreignerswon’t understand what we’ve said means. Apparently, it is because the cultural heritages are quite different. The quotations of china mainly come from 《红楼梦》《三国演义》some famous books. While foreign quotations mainly come from 《holy bible》and Shakespeare’s poetries.4. mode of thinkingBritish people pay more attention on various methods of connection to express a sentence more complete and directly. These sentences’shape is very strict. Stage is very orderly. For example, “If winter comes, can spring be far behind? “ When we see the word “if”, we will know the sentence has a logical relationship. But in Chinese, we use less connection words. Sentences look very confused. And the meaning can’t be directly known from the surface. For example,“打就打,打不赢就走,还怕没办法?”. It seems very confused, right? But we can know the meaning when we put these sentences together. So it is the reason why people often say:” British people pay more attention on logical thinking, while Chinese pay more attention on dialectical thinking. It can reflect the different mode of thinking.5. individualism sense of worthIn foreign culture, the thought about self is very deep-rooted, and omnipresent. There are a lot of vocabularies about self in English language, such as:”self-absorption, self-admiration, self-cultivation, self-image”etc. So the west social advocate individualism. They emphasize individual freedom. They don’t want to be limited by outside. While in Chinese culture, we often emphasize the belief that:” The collective interests are much higher than individual interest. “先国家,后集体,再个人,先利民,再利已”a lot of words like this can be seen everywhere.conclusion:There are a lot differences between our country and England. I have learned more culture about England. I think it contribute to my learning. After comparing the two languages, I can specify my sense of language.。
Cultural Differences in Chinese-English Brand Name’s Translation一、课题(论文)提纲二、内容摘要三、参考文献Cultural Differences in Chinese-English Brand Name’sTranslationAbstract:English and Chinese are two of the major languages in the world, reflecting two main cultures. It is well-known that language is a part of culture and is the carrier of culture as well. Language and culture cannot be separated from each other. Language would be meaningless without culture and the development of culture would be restricted by language. At the same time, translation is not only the bridge between different languages, but also the inter-cultural communication between different cultures. However, translators often encounter some barriers which are caused by cultural differences in the process of cross-cultural translating. This thesis attempts to explore the cultural differences and the cultural impact on brand name’s translation between Chinese and the Western countries through analyzing the characteristics of brand name’s translation. At the same time, the author gives more attention tothe main factors of cultural differences: cultural vacancy and cultural clash. Furthermore, the author analyzes the great influence of cultural factors in the process of brand name’s translation. When translating, translators should adopt some proper and useful strategies to avoid the barriers caused by different cultural backgrounds.Keywords:language; cultural differences; cultural vacancy; cultural clash; brand name’s translationIntroductionAs the increase of international communication, the exported products have become one of the important windows to show the national culture to the ot her countries in recent. However, brand name’s translation involves language and culture, it as a very important cultural communication way, the brand name’s translation is closely related to cultural factors. However, during the process of translation, translators always encounter some difficulties caused by cultural differences. For instance, the translators can not find the equivalents in the target culture, or the translators often encounter some barriers that the connotative meanings of quite a lot of words in source language are in conflict with the connotative meanings of their equivalent words in target language.Then, the aim of this thesis is to probe the differences between the two cultures according to quite a lot of examples of brand name’s trans lation.Cultural vacancy and cultural clash often lead to a lot of difficulties in theprocess of brand name’s translation. And if translators can not deal with the difficulties caused by cultural differences, the consumers in the target market often misunderstand the connotative meanings of the brand names. On the contrary, effective brand name’s translation can help people from the entire world to intercommunicate freely. At the same time, brand name’s translation can make our culture richer and more vivi d, so good brand name’s translation plays an important role in introducing cultural information between two different cultures. In order to find whether the brand names at present market are translated properly or not, this thesis makes a systematic research on cultural differences in brand name’s translation. The study can improve the future intercultural translation into a higher level.Generally speaking, Chinese culture is greatly different from English culture. Due to striking differences between Chinese culture and English culture, barriers often occur in brand name’s translation. This thesis is to study cultural differences in brand name’s translation between China and the Western countries in order to make people realize the important role of culture and help translators to obtain successful brand name’s translation.The developments of the thesis are as follows: first is an introduction to the thesis. After introduction, the first chapter analyzes the close relationship among culture, language and br and name’s translation. Language is shaped by culture, and language carriers culture, spreads culture and helps to develop culture. And culture is learned by language. Language and culture are dependenton each other. The second chapter analyzes the cultural differences between Chinese culture and the Western culture which include cultural vacancy and cultural clash. The third chapter explores the impact of cultural differences on brand name’s translation, which includes different value systems, different customs and habits, and different customer psychology. The fourth chapter is a problem-solving section, which explores the practices of brand name’s translation. Last is conclusion. From the analysis of previous chapters, it emphasizes again that brand name’s translation is a kind of cross-cultural communication. Owing to the close relation between culture and translation, it is impossible to study brand name’s translation without culture.Ⅰ. the Relationship among Language, Culture and Brand Name’s Translation1.1 Literature ReviewAs international trade expanded, the effects of culture are becoming more and more important. Chinese culture and English culture belong to two different systems. This thesis gives more attention to cultural vacancy. The definition of “vacancy” was first proposed by American linguist Charks Hockett in 1950s.He used “random holes in patterns” to describe the language phenomenon when contrasting grammatical patterns of two languages.In China, there exist two main definitions a bout “cultural vacancy”: Wang Bingqin (1995:110) remarks that “vacancy” refers to the cultural vacancy resulting from unintelligible things in SL that will be easily misunderstood at allby target culture receptors. Pan Huixiaand Li Hui(2000:74-77)give this definition that “vacancy” refers to the unique phenomenon of language and culture which is specific to a nation while does not exist in another culture.Although these definitions are expressed in different words, they reflect one fact that cultural vacancy refers to the linguistic and cultural facts which exist in one national culture but default in another due to cultural differences.The author divides the cultural vacancy into two aspects: lexical gap and semantic gap. Since lexical gap is closely related to language and culture, it is basically manifested at the word level and more specifically, to the denotation and connotation of a word between two languages. When mentioning lexical gaps, Professor Lin Dajin uses the term of “Psychological-associate d meaning” in Intercultural Communication Studies(1996:185-188)to distinguish the following five types: total absence of psychological association, the same denotation but different connotations, the same denotation but absent connotations, the same connotation but different denotations, different denotations and different connotations. Semantic gaps resulted from the non-equivalents are manifested in the denotation and the connotation of the words. Some words have less or more connotations in English than in Chinese, or, some words in both languages appear to refer to the same thing on the surface, but actually refer to quite different things. Since the “cultural turn” in the 1990’s, translation concerns not only the transferring between languages, but also the transferring between cultures. The main difficulties in translation comefrom the fact that some words in source language can’t always have their equivalent words in target language. So, during the process of translating, the problem how to deal with the cultural differences is a meaningful task for our study.In terms of translation principles, Bao Huinanstudies C-E brand name’s translation from the perspectives of language and culture. He advances this principle: translators must respect the national psychology and grasp the associative meaning. The chosen words should be simple, brief, and catchy (Bao Huinan, 2001:274-287). Bao Huinan (2001:274-287) agrees that culture plays an important role in brand name’s translation, stresses the importance of an appropriate conversation of cultural meaning and clearly puts forward the opinion that ignoring cultural differences may cause pragmatic failures in brand name’s translation.According to the studies of other scholars, the author attempts to discuss cultural differences in C-E brand name’s translation.1.2 Language and CultureLanguage is a social phenomenon which satisfies human beings’ needs to express culture and create culture. The basic distinction between human beings and animals is that human beings have the ability to make use of language. Language is the central part of people’s social activity. Without language, the literature, sciences and economical systems can not exist. Bloch andTrager (1942:5) have a definition of language that a language is a system of arbitraryvocal symbols used for human beings. And Samovar(2000:120)noted that “A language is a part of a culture and a culture is a part of a language; the two are intricately interwoven so that one cannot separate two without losing the signi ficance of either language or culture.”Culture is a very complex concept. It is the product of the people through their creation work and it plays a significant role in people’s life. It is a system in which people share beliefs, values, customs and behaviors. Many definitions about culture have been given from different fields. The most important definition of culture was given by Edward Tylor,a British scholar in 1871. This definition was widely accepted over a hundred years ago. In the book Primitive Cu lture, he defined culture as “a complex whole which includes knowledge, beliefs, art, morals, law, custom, and any other capabilities and habits acquired by individuals as members of a society(Tylor,1871:36).The fact is that language and culture are closely related to each other and the two factors cannot be separated at any time. And it is generally agreed that it is because of the existing of language, culture can be transmitted from generation to generation through leaning. Therefore, if people want to learn a language, they must know well about the culture, and if people want to know the culture, they must study the language. On the other hand, any change in a culture often embodies corresponding change in its language, and gives rise to new brand names. For instance, when Chinese people are influenced by the Western culture and accept it, some new words in Chinese language appear.Many Chinese words are from the Western religious culture, economical culture and so on. For example, the brand name“奔驰”is t ranslated from the brand name“Benz”.At the same time, it is easy for people to notice this phenomenon that as more and more new brand names appear in Chinese market, language has developed. So, if people are eager to understand a language, they must know well about the culture and the customs of the culture in which the language is spoken. It is very quite reasonable to say that learning a language is to learn the culture and leaning a culture is to lean the language. Therefore, it is very accurate for Nida(2002:146) to conclude that “language and culture often combine in a kind of symbiosis.” Chinese culture and English culture are different. Owing to the differences in the social environment, history, religion and region, cultural differences will be embod ied in language. Take “regional cultural differences” as an example. China is a country based on agriculture, and the majority of the people make a living by farming. So, there are many words and expressions which are related to“牛”, such as, the brand name“红牛”.However, most Westerners do not like to use the word “bull”as the brand name. It is the reason that“牛”has different cultural meanings in the minds of the Westerners because of the different regional cultures. Cultures differ from one another, and each culture is unique. As cultures are diverse, so are languages.1.3 Culture and Brand Name’s TranslationIt is common to assume that cultures differ from each other and eachculture is unique. Nevertheless, in the age of globalization, cultural boundaries are blurred. Translation leads to exchange of cultures between the Chinese culture and the Western culture. From the relationship between language and culture, it is obvious that translation is not only the process of transferring the source language into the target language, but also the process of a mutual communication and exchange of the two different cultures. The main purpose and characteristic of translation are to exchange ideas and cultures. Translation can also be called a “cultural translation”, b ecause culture factor is taken into consideration.The differences between the source culture and the target culture are the main headaches for translators or theorists to bridge the cultural gap. The translation case of“White Elephant”(translated from the Chinese brand name“白象”) is a typical example to indicate the mistranslation between different cultures. Then, translators should be sensitive to cultural differences.Culture is of great importance in brand naming, for the main usage of a brand name is t o attract consumers to purchase, or satisfy the consumers’ needs.A successful brand name will bring benefits to the producers. Today, translators not only face the consumers from the same cultural background, but also consider the needs of consumers from different cultural backgrounds. It is impossible for all consumers from different cultural backgrounds to accept the cultural information which is loaded in brand names. On the other hand, culture is transmitted through brands. Brands, as an important carrier of culturalinformation, indirectly or directly show or influence the cultural meanings of their own nation. Brand name’s translation is regarded as a kind of cross-communication between different cultures.2. Two Aspects of Cultural Differences in Brand Name’s TranslationOwing to the close relationship between culture and language, brand name’s translation is closely related to culture. However, the striking different cultures often bring a lot of difficul ties in the process of brand name’s translation. So, cultural differences are the inevitable problems that translators must consider. To a large extent, cultural differences in brand name’s translation mainly include cultural vacancy and cultural clash.2.1 Cultural VacancyOwing to cultural differences in historical backgrounds, religious beliefs, social culture, value systems, customs and habits, many expressions in source language have no their own equivalents in target language. This phenomenon has brought great barriers in the process of brand name translating. One of them is about “cultural vacancy” which is the main barrier in our cross-cultural translating. Cultural peculiarity is the main factor leading to cultural vacancy, which is the basic exampl e of cultural differences. The definition of “vacancy” was first proposed by American linguist Charks Hockett in 1950s.He used “random holes in patterns” to describe the language phenomenon when contrasting grammatical patterns of two languages.In China, there exist two main definitions about “cultural vacancy” byWang Bingqin(1995:110), “vacancy” refers to the cultural vacancy resulting from unintelligible things in SL that will be easily misunderstood at all by target culture receptors. Pan Huixia and Li hui point out that “The unique phenomenon of language and culture which is specific to a nation while does not exist in another culture”(潘惠霞,李辉,2000:74-77).It is easy for people having the same cultural background to understand the omitted part, but it is very difficult for people from different cultural backgrounds to understand the cultural connotations entailed in brand names. For example,“红豆”in Chinese culture is a symbol for love and missing. But “red bean” in English culture is just for a bowl of red bean stew in a story. Another example is about vocabulary vacancy between the Chinese language and the Western language in brand name’s translation. The following brand names have no equivalents in the Western language, such as“王老吉”(drink)and“稻花香”(alcohol). In this thesis, the author mainly studies cultural vacancy from the following aspects: lexical gap and semantic gap.2.1.1 Lexical GapOwing to the close relationship between culture and language, cultural differences naturally lead to the differences in the aspect of lexicon. China has a long history about 5000 years. And some words which are related to the Chinese long history have rich cultural information. However, most words have no equivalents in the Western language. Therefore, these words cannot be literally translated into the English language. But, as people have strong feelings aboutthese words, these brand names can arouse a good impression on Chinese consumers, such as, “同仁堂”,“王麻子”(scissors),“王老吉”(tea),and so on. Lexical gap may be a major barrier in intercultural communication, and this thesis divides lexical gaps into two main aspects: non-equivalent concept and non-equivalent expression.Non-equivalent concept refers to the fact that a concept which exists in source language is absent in target language. This expression conveys the idea that a term in English or Chinese does not have an equivalent in the other language. In traditional Chinese culture, many words which denote special cultural information have no equivalents in Western cultur e. For example,“淑女屋”(clothing)---(from Shi Jing《诗·周南·关》---窈窕淑女,君子好求),“嫦娥”(moon cake)---(from a mythology--嫦娥奔月),“长城”(electric appliance)---(a symbol of China)are all bestowed with positive culture images. Besides,“粽子”is a very famous traditional food in Ch ina, but there does not exist equivalent of the word“粽子”in the Western language. On the other hand, some English words reflecting the Western culture may be difficult for Chinese people to understand their meanings, as no equivalent lexical words are avail able in the Chinese language. For example, “Jetta” is the brand name for car. Its Chinese name is“捷达”,which means convenient and swift reaching.“Mcdonald”is translated into“麦当劳”,which is a kind of fast food. Apart from these, there exist many examples about non-equivalent concept between English-Chinese brand name’s translation, such as Golf(高尔夫),Hamburger(汉堡包),“Giordano”(左丹奴),“Coca-cola(可口可乐),and“Pizza”(比萨).Non-equivalent expression indicates the fact that the expression of an existing concept is absent. Some word is easy to grasp the meaning of the expression, but it is difficult to translate it into Chinese. This phenomenon occurs in Chinese-English brand name’s translation. For example, in Chinese traditional culture, the term“状元”symbolizes a person who is the best in a national test. Before the emergence of the expression“状元”,we believe that there also exist some words in the Western language which have the same meaning as the word“状元”,such as the words“Champion”and“Number One Scholar”,whereas in the We stern language, there has no word to name these. New expression always enters with a new name, but it really takes time for the natives to get familiar with the new term.2.1.2 Semantic GapIn the 1970s, British linguist Geoffrey Leech published his book Semantics which put the study of meaning in an entire social and cultural framework. He recognized the importance of cultural circumstances in language use and brought semantics into closest contact with people’s cultural life. Due to the close relationship between culture and language, cultural vacancy is the root of semantic gaps. Some words in the source language have no cultural equivalents in the target language. This phenomenon is called semantic gap. In this thesis, semantic gaps between Chinese and English are divided into twogroups: the same denotation, but the different connotations and the same denotation, but the absent connotations.Since human beings contact with animals and plants frequently, we can notice that a lot of names of animals and plants are used in Chinese and English brand names. However, because of different cultures, the connotations of animal words in one language do not necessarily coincide with those in another. The cultural images of animals have many differences in different countries, which affect translation. According to the Bible, “sheep” refers to the kindhearted person. On the contrary,“goat” is compared to the malicious person. Even lamb has its special religious connotation, which is the image of Jesus who suffered a l ot for people. While in the Chinese language, these animal words don’t have such religious meanings. And“羊”(yang)is similar to“祥”(xiang)in pronunciation, so“祥”in the Chinese language indicates good luck. In addition,“玫瑰”and“rose”symbolize“love”in both Chin ese culture and the Western culture, the connotative meanings are different in other aspect. In English culture, the word “rose” used in a certain expression indicates the connotation of“silence” or “secret” ,such as, “under the rose”.So, we can conclude that the non-equivalent in meanings shows this fact that the cultural gap between the Chinese language and the English language exists. During the process of inter-communication of brand names between two cultures, it is inevitable to avoid the cultural gap.2.2 Cultural Clash in Brand Name’s TranslationOwing to the different historical and social development China and English-speaking countries, culture is always nation-specific. So, cultural clashes are inevitable problems which translators have to face. Since language is the carrier of culture, the clashes between Chinese culture and the Western culture are reflected by the clashes between the two different languages:the conflicting denotations, or the conflicting connotations and the same denotation, but conflicting connotations.Because of the differences between the Chinese culture and English culture, people have different value systems and different beliefs. For the same word, people in different cultures may have different associative meanings. Conflict of word meaning is often caused by the abundant cultural connotations of words. For example, in Chinese culture,“白象”is a brand name of batteries. The word“白象”will gives people the feelings of“clean”and“lovely animal”.When“白象”is used to be the brand na me, it was soon accepted by most people. However, in the English culture, “white elephant” symbolizes something useless. If it is translated into“白象”literally, it is certain that the consumers in the English-speaking countries will not be fond of it.As the Chinese culture and English culture belong to two different systems, the associative information of brand names is sometimes contrary to each other. Take the word “dragon” as a typical example. In the minds of Chinese people, “dragon” indicates good luck and fortune in future and symbolizes power. “龙”is even a symbol of China and Chinese people are calledthe “descendants of the Dragon”. It is easy for us to find many expressions related to the word“龙”,such as“真龙天子”,“望子成龙”,“龙腾虎跃”and“生龙活虎”.While in English-speaking countries,“dragon”is regarded as a threatening animal. In the Bible, Satan Devil is compared to “the great dragon”, while those who have killed dragons are called heroes. And the idiom “to show dragon’s teeth” means “to sow the seed of misfortunes”.3.Cultural Impact on Brand Name’s Translation3.1 Different Value SystemsValues are a learned organization of rules for making choices and for resolving conflicts. “These rules teach us what is useful, good, right, wrong, what to strive for, how to li ve our life, and even what to die for” (Samovar, Porter & Stefani,2000:60).In other words, the value system includes people’s opinions about the world, people’s beliefs and so on. In one word, the value system is playing a basic role in deciding people’s b ehaviors and thoughts. Thus, the value system of culture is a very important factor affecting brand name’s translation, for different nations have different behavioral standards.Since individualism is regarded as an important factor of value systems in Western culture, individualism plays a basic role in the establishment of relationship among human beings. Even the Bible carries examples of individualism.The author takes some brand names as examples to prove this phenomenon. Producers support many products or services for consumers topurchase freely, such as“classic Coke”, “King Coke”, and “Diet Coke” .Apart from these, individuals hope to get great achievements, and then they will be thought as the important valuable persons. To meet this value of consumers, there exist many brand names, such as “Pilot”,“Commander” ,and “Hp”.However, individualism is not the driving force in all cultures. The Chinese equivalent of“individualism”is“个人主义”,which is,on the contrary, a negative concept. According to《现代汉语字典》(The Contemporary Chinese Dictionary),“个人主义”has the following explanation:“一切从个人出发,把个人利益放在集体利益之上,只顾自己,不顾别人的错误思想.”(吕叔湘、丁声树,1983:373).Chinese culture put emphasis on social relationships as opposed to Western culture emphasizing on individuals. Obviously, Chinese culture is greatly affected by the thoughts of Confucianism which guide Chinese people to do something properly.3.2 Different Consumer PsychologiesDifferent cultures shape different psychology reaction to the same object. So, same brand names bring about different results in English and Chinese consumer psychology. Consumers’ different cultural environments can in a great degree decide his psychological response to the connotative meanings of a brand name. For instance,“水仙花”(narcissus)in China is esteemed as the flower with such noble characteristics as being neat and graceful that many manufactures would like to adopt it in their brand names. In contrast, the Western consumers are likely to associate it with the images of beautiful youthor self love or excessive self-admiration because the word “narcissus” originates from Narcissus, who was a beautiful youth in Greek mythology. It was said that the beautiful youth fell in love with his reflection in water, died and was turned into a flower with his name. So it is the representative of excessive self-admiration. Now, we can imagine who will buy a product that is quite self-admired.A Chinese enterprise produces a type of toothpaste named“黑妹”,delivering the message that even a girl with black teet h can turn her teeth white if she uses the toothpaste. We can image what response the product would meet if it is translated as“Black Sister” ?It is not only the symbol of disaster but also an offense to the Blacks.Thus, it is highly important to know the psychology structure of the target customers and their psychological response in order to avoid target customers’ misunderstanding of the different psychological structure of the source culture.3.3Different Customs and HabitsIt is well-known that custom is the way of life in a community, and custom includes many aspects, which concerns all kinds of field of social life. Different nations have different customs and habits. People are inclined to purse good luck, which can be reflected in brand names. In China, people often use the numbers“六”,“九”,and“双”to express good luck. Besides, Chinese expression“红喜”refers to getting married, celebrating birthday, giving birthhappily. And the word “红”are frequently used to be brand names to arouse the feelings of happ iness and success on consumers. The brand names“红旗”(car),“红双喜”(shoes),“红塔山”(cigarette),“红蜻蜓”(shoes)are commonly seen in Chinese market. Death is considered as white happiness, as white is frequently the color of mourning in China. Although weddings and funerals can be translated into Chinese“红白喜事”,cultural connotations are lost. If English speakers do not know much about Chinese culture, they can still understand the meaning of“红喜”with the aid of red-letter days, and they will be most surprised at the funer al referred to as“白喜”,which is peculiar to Chinese culture.Different customs and habits may also result in different cultural connotations. Chinese people have special feelings about some animals, especially“龙”.“龙”is the symbol of noble spirit of the nati on and the system of the ancestor or the king of the nation. At the same time, Chinese people take the dragon as the symbol of the Chinese five-thousand-year civilization. In their minds, the dragon will bring good luck to them. That is why Chinese consumers like to purchase the products named after“龙”,such as “金龙鱼”“龙牌”,“飞龙”,“红金龙”.While in English culture,“dragon”does not have this good reputation as it does in China. When the Westerners see the name, they will associate a fierce monster with it. So “dragon” is seldom used as brand name in the English-speaking countries.From the above analyses we can see that correct treatment of the。